| Title | THE WIZARD OF BENGAL |
| Brand | HINDUSTAN UNILEVER |
| Product / Service | CLINIC PLUS SHAMPOO |
| Category | A01. Event & Field Marketing |
| Entrant | MINDSHARE Mumbai, INDIA |
| Entrant Company: | MINDSHARE Mumbai, INDIA |
| Sales Promotion/Advertising Agency: | MINDSHARE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Anoop Mondal | Mindshare | Director |
| Radhika Radia | Mindshare | Manager |
We had to decode a complex message of : Wash your hair 3 times a week with Clinic Plus. Milk proteins will help your hair grow longer. Affordable @ Re. 1 per sachet. The TG was Rural, illiterate housewives from these media dark regions contribute to 50% of Clinic Plus business in that region.
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. But no matter how crowded and cluttered,just visiting a Fair makes her day magical. So we decided to add on some more magical moments in her day: Using Magic Tricks, we made complications of the message easy for her to grab and ensure people remember it.
.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.
The TG primarily come to the fairs for entertainment. In the cluttered environment, we had to find a unique way to grab her attention and sell our brand story. Magic tricks are unique and novel way to entertain and at the same time they create curiosity among the TG to come and visit our stall. So magic tricks was the great way create awarness among the rural, illiterate housewives in the fair environment.