| Title | AMBIPUR FRESHNESS DRIVE |
| Brand | P&G |
| Product / Service | CAR FRESHNER |
| Category | B02. Consumer Products |
| Entrant | MEDIACOM INDIA New Delhi, INDIA |
| Entrant Company: | MEDIACOM INDIA New Delhi, INDIA |
| Media Agency: | MEDIACOM INDIA New Delhi, INDIA |
| Name | Company | Position |
|---|---|---|
| Gaurav Virkar | Mediacom | Business Director |
| Vineet Kumar | Mediacom | Senior Business Manager |
| Kokil Airen | Mediacom | Group Head |
| Prem Anand | Mediacom | Investment Director |
| Natasha Kapoor | Mediacom | Media Purchase Director |
1. AmbiPur awareness hit 85% and it became the brand with highest TOMA 2. P&G gained 1.7% share from Modern Retail in Quarter 3 of 2011 3. Mumbai and Delhi, grew shares more rapidly (119 index) than rest of the markets 4. In 10 days, over 2000 listeners entered the contest with unique ideas to keep their cars guest ready 5. For the first time in 3 years, Fever became top radio station in Mumbai for consecutive 6 weeks due to the popularity of this activity
Radio - the only media consumed in cars, and a high affinity medium in our audience, led the campaign. Phase 1 emphasized the need for air fresheners in cars: factoids ran on-air through RJ mentions, radio spots and PR. A roadblock strategy ensured high visibility. A poll was conducted to select celebrities whom listeners would love to go on a Freshness Drive with. Results were declared in phase 2 and the popular Indian actress Neha Dhupia went out on Delhi roads asking for a lift from passing-by cars. Neha decided to stay inside a car basis the freshness quotient of the car. Her entire journey was aired live on Fever FM. The activity concluded with a contest to win another chance to go on a drive with Neha, which got hundreds of interesting entries. Top two dailies in these cities called for entries to the contest and announced the winners.
When P&G took-over the AmbiPur business in India, the biggest challenge was to grow the low-involvement air-freshener category which had just 7% penetration. The objective was to drive category relevance and TOM awareness of the brand among affluent Indian males. Our insight was rooted in the basic instincts of ‘man’kind. Men bother about the air quality and freshness of their car ONLY when there is an attractive member of the opposite sex driving with them! Most men also had a ‘fantasy’ female guest whom they wanted to take for a long drive – and these were mostly popular celebrities and actresses. Our idea capitalised on these insights and prompted men to keep their cars fresh-smelling and “AmbiPur” as their favourite celebrity could soon be asking for a “Freshness Drive” in their car!