Title | CHANTING LIGHTER |
Brand | CANCER PATIENTS AID ASSOCIATION |
Product / Service | ANTI-SMOKING INITIATIVE |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | OGILVY & MATHER Mumbai, INDIA |
Entrant Company: | OGILVY & MATHER Mumbai, INDIA |
Advertising Agency: | OGILVY & MATHER Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Abhijit Avasthi | Ogilvy & Mather | Chief Creative Officer |
Rajiv Rao | Ogilvy & Mather | Chief Creative Officer |
Mahesh Gharat | Ogilvy & Mather | Executive Creative Director |
Pradyumna Chauhan | Ogilvy & Mather | Executive Creative Director |
Makarand Joshi | Ogilvy & Mather | Creative Director |
Sandip Gaikwad | Ogilvy & Mather | Art Director |
Shahnawaz Qadeer | Ogilvy & Mather | Copywriter |
Ankur Jain | Copywriter | |
Sandip Barge | Photographer | |
Adwait Kulkarni | Ogilvy & Mather | Copywriter |
Chaitanya Bendale | Product Fabricator | |
Vivek Shah | The Cutting Crew | Producer |
Porus Khareghat | Ogilvy & Mather | Films Head |
Vivek Sawant | The Cutting Crew | Editor |
Results: The video uploaded on YouTube by CPAA instantly became a rage. Shared on Facebook, Google+, Twitter etc, the video has over 3,00,000 views. World's leading websites such as dailymail.co.uk, CBSnews.com & abcactionnews.com published this video. Plus, India's leading business TV channel NDTV Profit hailed it as truly impactful. Others like leading Indian daily Hindustan Times and local newspapers covered it too. Creating millions of rupees of free press coverage in India and across the world. But the most heartwarming result is that CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.
Creative Execution: We turned existing lighter boxes fitted in Indian cigarette shops into 'Chanting Lighters'. Every time a smoker tried to light a cigarette from it, it played 'Raam Naam Satya Hai' - a chant which is sung when someone's corpse is carried to the funeral pyre in India. What aided the impact was the fact that these lighter boxes are a vantage point around which most smokers chat and catch up - so it turned out to be the ideal place to ambush the smoker. A video of this activation was uploaded on YouTube, and with over 300,000 views, it quickly became a rage. This made both international and local media evince interest in our unique idea, optimizing the reach of our campaign across the world and across India.
Insight, Strategy and Idea: The insight is that cigarettes are sold loose in India unlike other countries. And almost all cigarette shops on Indian streets are fitted with public lighter boxes. Also 80% of Indian smokers don't stock cigarettes but instead buy them loose and light them using these lighter boxes. So instead of relying on expensive media like television and print, we thought of making these lighter boxes the very medium and deliver a surprising message here. And then we turned existing lighter boxes into 'Chanting Lighters'.