| Title | THE WIZARD OF BENGAL |
| Brand | HINDUSTAN UNILEVER |
| Product / Service | CLINIC PLUS SHAMPOO |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MINDSHARE Mumbai, INDIA |
| Entrant Company: | MINDSHARE Mumbai, INDIA |
| Media Agency: | MINDSHARE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Anoop Mondal | Mindshare | Director |
| Radhika Radia | Mindshare | Manager |
People visit a Fair one day in a year. Breaking clutter is imperative. Magic Tricks – an unseen option for rural women – generated huge word of mouth to drive traffic towards the Clinic Plus stall: Ormax research showed that 78% of the TG got attracted to our stall. 58% of these could recall all the tricks. The trciks were successful in decoding complex message: 69% of the audience could recall the brand message of wash three times a week for long hair. 99.5% said they liked the magic ideas very much. There was a 10% increase in regional sales.
At our stall, the Clinic Plus Wizard showcased live magic tricks: All tricks revolved around Mithu’s story – a girl who is shy to go out of home because she has short hair (a taboo in rural areas). Thus enters trick # 1 to make Mithu’s hair longer. A jar has a small bunch of thorns to show short hair. He then puts 3 Clinic Plus sachets in this jar. And then, that bunch turns into a bigger bunch of flowers to show the long hair benefit. Due to Clinic Plus, a short rope becomes longer, again showing the long hair benefit. Another trick was used to build the ingredient story: milk was poured from a small glass to a larger one, and yet the bigger glass was filled. And finally, Trick # 4: A one rupee coin collected from the audience turned into Clinic Plus!
33% of the Indian state of West Bengal is not reachable by traditional media. Rural, illiterate housewives from these media dark regions contribute to 50% of Clinic Plus business in that region. We had to decode a complex message for them: Wash your hair 3 times a week with Clinic Plus. Milk proteins will help your hair grow longer. Affordable @ Re. 1 per sachet. Bengal’s rich culture has lead to typical rural Fairs. People from 30-40 surrounding villages visit one Fair to celebrate festivals. Fairs are usually cluttered, colourful, and the only affordable entertainment for women who spend most of their lives at home doing household chores. Just visiting a Fair makes a magical day in their lives. So we decided to add on some more magical moments in her day: Using Magic Tricks, generate curiosity in complications of the message and ensure people remember it.