Title | THE NEWSPAPER THAT UNITED THE PRESS |
Brand | PARLE AGRO |
Product / Service | CAFE CUBA |
Category | A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company | CREATIVELAND ASIA Mumbai, INDIA |
Advertising Agency | CREATIVELAND ASIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sajan Raj Kurup | Creativeland Asia | Creative Chairman |
Anu Joseph | Creativeland Asia | Executive Creative Director |
Sanket Avlani | Creativeland Asia | Senior Creative Partner Art |
Sreekumar Puthanveetil | Creativeland Asia | Creative Director |
Girish Narayandass | Creativeland Asia | Creative Partner Copy |
Radhika Sukthankar | Creativeland Asia | Creative Partner Art |
Divyanshu Bhadoria | Creativeland Asia | Creative Partner Digital |
Pranav Nayak | Creativeland Asia | Young Creative Partner Copy |
Manaswi Mohata | Creativeland Asia | Young Creative Partner Copy |
Kushal Birari | Creativeland Asia | Young Creative Partner Art |
Sanuree Gomes | Creativeland Asia | Creative Partner Art |
Mithun Rajam | Creativeland Asia | Young Creative Partner Art |
Jay Gala | Creativeland Asia | Creative Operations Director |
Sejal Shrotri | Creativeland Asia | Young Creative Partner Operations |
The challenge: For this sensitive launch, it was about getting the right kind of coverage. Our objective was to design an invite that would get a chosen few high profile journalists into one room, get them to feel the coffee revolution and unite them in one positive voice for Cafe Cuba. To ensure that they didn't treat it like yet another mailer or an invite and not respond.
Back in 1993, Parle Agro was the biggest beverage player in India. An international cola giant entered the market and bought out all contract bottling plants of Parle Agro. Cornering the company to sell all their flagship brands, and sign a non-compete clause that prohibited them from producing any carbonated drink for the next decade. 2014, Parle Agro was re-entering the carbonated drinks category with Cafe Cuba. Positioned as The 'Coffee Revolution', it was India's first carbonated coffee beverage. For this sensitive launch, they wanted us to design a compelling invite addressed to some of the high profile journalists.
To invite them we didn't just create a direct mailer. We created a newspaper called La-Revolucion, in keeping with the idea of Coffee-revolution. This newspaper was delivered at their doorstep with their usual morning newspaper. The front-page carried the respective journalist's picture with a cleverly disguised personalized invite. The rest of the paper carried original, freshly written articles with clues to the revolutionary launch. All of these carried references to revolutions, the product and its taste. The entire design – from the fonts, the colours, the illustrations to the very format – reflected the revolutionary nature of the event.
For a medium with an average response rate of 3%, 100% of the invitees responded by attending the launch event. Even though we invited only the top 30 journalists, more than 120 newspapers and news channels talked about the revolution that was brewing. And the re-entry of Parle Agro after two decades. Top Indian blogs and online business publications covered it too. For a launch event that cost less than $5000, the brand garnered Earned-PR worth $2 million.