| Title | THE GOD OF ANDHRA PRADESH |
| Brand | HINDUSTAN UNILEVER |
| Product / Service | CLEAR SHAMPOO |
| Category | C01. Integrated Media Campaign |
| Entrant | MINDSHARE Mumbai, INDIA |
| Entrant Company: | MINDSHARE Mumbai, INDIA |
| Media Agency: | MINDSHARE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Neel Pandya | Mindshare | Manager |
| Khushboo Mendonca | Mindshare | Executive |
| Anoop Mondal | Mindshare | Group Head |
| Prajakta Paranjpe | Mindshare | Business Director |
| Devendra Deshpande | Mindshare | Partner |
Unaided recall of the brand went from 61% to 80% post the Racha campaign Brand awareness rose from 45% to 64% More than 60,000 calls as a response to the mobile contest is one of the highest ever Ram Charan Teja the star of the movie has been considered as youth icon / literally a God in the AP market. His presence in the ads, lead Clear to achieve the ‘Best shampoo for men’ and “removing Dandruff like no other” in the cluttered local plus national brands market.
We targeted a 360 degree approach in order to bombard the audience with the Brand's association with Racha,the movie. The main leg of the strategy was to activate an IVRS contest with a Caller Ring Back Tone push back in Ram Charan’s Voice-Over which asked participants to answer simple questions about the film and Clear,the brand and gave them a chance to be able to spend time with their favorite actor Ram Charan himself. Cinema as a medium reaches out to 40% of the Clear TG (AA 15-34 SEC AB) The Television penetration among the Clear TG is 96% Radio reaches out to 36% of the Clear TG Keeping all of the above consumer insights into consideration, we created a 360 degree promotional campaign. Starting with heavy TV related co-branded promotion across all the leading channels in Andhra Pradesh,India. Followed by a heavy sampling plan across Cinema Halls and a consumer engagement plan through Radio and Outdoor for the mobile audience.
Clear as a brand was struggling in Andhra Pradesh and was looking at increasing its share in the market, which was dominated by H&S and other local anti-dandruff shampoo brands by driving the brand communication of Clear being the best anti dandruff shampoo. In Andhra Pradesh, Cinema is a religion and actors are Demi-gods. Chiranjeevi being the greatest Telugu actor of the generation, his son Ram Charan Teja who inherited his father’s fame and heritage in terms of his fan following, was known to create buzz at the Box office with his upcoming action film Racha. The idea was to leverage on the majority of Cinema lovers in Andhra Pradesh by connecting their passion for style, action and glamour to an anticipated Blockbuster Racha. Thus we connected Clear's confidence of fighting Dandruff with a GOD's (Ram Charan Teja) confidence to fight evil and associated with the Hit Movie - Racha.