Results and Effectiveness

Over 150,000 shares and 400,000 likes on social media. Endorsed by police departments across leading Indian metros. Covered by national dailies and regional electronic media. Police reported a decline in the number of drunken driving accidents. Zara - The Tapas Bar became the most talked about drinking joint in the region, helping them consolidate their existing customer base and also attract new ones. Since the publicity was generated without any media investment, the new footfalls contributed to Zara's profits, at no extra cost. The youth always gravitate towards the buzz creators. Zara had managed to catch their attention. 

Creative Execution

We realized the only way to get our target audience (the youth) interested in the communication was by getting them to be co-creators of the same. The stunt was kept as a secret; when the valets brought the patrons' cars out and the latter saw the 'God of Death' sitting inside, not only did we get their genuine reactions, it also convinced them of the credibility of the whole exercise. Seeing their friends being featured in the viral further enthused the youth to share it. Given the net-savvy nature of the target audience, the stunt was released as an internet viral, so as to enable easy and repeated viewing and sharing. We released it on YouTube and Facebook; once people started sharing it, it had the desired multiplier effect.

Insights, Strategy and the Idea

While the business objective was to project Zara as a responsible corporate entity, so as to positively impact sales, the marketing one was to consolidate their position in the marketplace as a fun yet responsible drinking joint. The communication objective was to remind the patrons of the dangers of drunken driving and to elicit responsible drinking behavior.  The target audience comprised of the upwardly mobile and the upper middle class youth of Chennai, one of India's biggest metros. Most of them have been long-standing patrons of Zara - The Tapas Bar. Indians believe Yamaraj, the God of Death, comes for your soul at the time of your death.  Though the belief is an age-old one, it's as much relevant today as it was in ancient times; especially in Chennai (the city of the event) where even the youth are orthodox when it comes to such beliefs.