Results and Effectiveness

In just one week, it has already become one of the most talked-about campaigns in the region, with features in over 90 major websites and publications and 11 pages of Google search results. On Twitter alone, the campaign earned 2.1 million impressions in the first week. BossPatrol was also shared extensively on Facebook, Google+ and other social networking websites, drawing over 150,000 users. All this, with $0 spent on promotions. But the icing on the cake is what people are saying about the 45-year-old whiskey brand.

Creative Execution

BossPatrol is a downloadable app lets you save your friends from trouble. It lets you choose a secret phrase (Like "Damn", "What's the time?", etc.) and then add your colleagues to the group. If you spot your boss approaching, while your colleagues are wasting time on the internet, all you have to do is speak out the secret phrase. BossPatrol picks it up through the microphone, connects with your friends' computers and instantly opens up safe windows on all their computers (presentations, spreadsheets, etc.), just in time. And your boss will never get to know what they were up to. We created an app, a promo film, and a website. And we let bored employees everywhere do the rest.

Insights, Strategy and the Idea

McDowells No.1 is India's second largest whiskey brand, and among the oldest. While the dads swear by it, the next generation has far too many options to choose from. To make things worse, advertising alcohol is prohibited in India. McDowell's No.1's long-running campaign “The sprit of friendship” (translated) celebrates the things friends do for each other. Our challenge was to make it relevant and more engaging for this particular audience, while keeping the restrictions in mind. So we ditched TV, and reached them at a time when they could really, really use a drink – while getting bored in office. Insight: Everyone likes to take a break at work every now and then - with youtube, games, Facebook, blogs, etc. But what do you do when your boss walks past your computer and catches you in the act? You may not see your boss coming, but your friends just might.