Creative Execution

A ‘Pat on the Back’ is a gesture that conveys respect, genuine praise, encouragement and above all ‘recognition to the other person’ It shows their genuine intent and the person feels special. But, people often hesitate in expressing their appreciation. On Women’s Day 2014, Volini launched the ‘Pat on the Back campaign’ wherein people appreciated the special women in their life by sending them a Virtual ‘Pat on the Back’. A specially designed Micro site and Facebook were prime sources of engagement. One could send across their ‘Pats’ along with a personalized message or e-card.

The activity received an incredible 51,000+ Pats 8 days. • Increase facebook fans for Volini: 52,367 • Unique participants; 35,349 • Campaign reach; over 450,00,000 • No. of Clicks 534,098 • Likes; Over 89,000 • Shares; over 15,000 • Comments; 3,500 • More than 25,000 people, talking about us • Spontaneous brand recall increased by 15% amongst women • Till now pain relief products were remembered only in troubled times. We created a new association ‘of joy’ and heartfelt emotions in this category. • In the process, we have built an endearing property that strongly bonds women to Volini.

Pain relief products are recalled only in troubled times. We wanted to create a platform that would make consumers remember us during moments of joy and heartfelt emotion. Our core target group is the Indian woman. She works selflessly for her family but often ends up being taken for granted. We arranged for this well-deserved recognition for her in a public forum. Social Media, like Facebook was the obvious choice. However, Indian women are passive consumers of content on Facebook. Yet at the same time, Social media and internet are extremely personal forms of media. The challenge was to break the existing brand clutter and get through to the end user. In order to connect with her, we had to go through the people who are truly closest – immediate family and friends.