| Title | OPERATION BLACK DOT |
| Brand | JOHNSON & JOHNSON |
| Product / Service | CLEAN & CLEAR |
| Category | A03. Ambient media: large scale |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Advertising Agency | DDB MUDRA GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Samyak Chakrabarty | DDB Mudra Group | Chief Youth Marketer |
| Aakansha Kedia | DDB Mudra Group | Executive Brand Communications |
| Aneil Deepak | Ddb Mudra | Haed Of Ideas |
Clean & Clear was looking at engaging college going students with a social cause that appeals to them. The brand was looking at starting a conversation with the key message being confidence in oneself. Clean & Clear wanted to mobilize the youth to take part in the 2014 general elections as well as redefine the format of political discourse so that it appeals to the TG.
Everybody tries to get college going students to vote which results in a lot sales on election day where this demographic is assaulted by sales from every direction. The trouble with this approach is that it only rewards those that have already decided to vote and ignores those that sit on the fence. We were looking at grassroots level interventions that would change the way a younger demographic looked at politics as a whole. Our goal was to make politics easy, engaging and fun and enable students to register for their voters ID and eventually caste an informed vote.
Clean & Clear identified the scenario as an opportunity to connect with first time voters. We decided to go a step further from Fresh Face and empower them to not only face the world but actually change it.The objective was to break down political discourse in a format which would appeal to our demographic and mobilize the first time voters to get them to actively participate in the elections. The idea was to reach the youth through their colleges and take the movement forward through OBD hangouts, webisode series,social media updates, the 18+ walk.
The campaign enabled 40,000 first time voters to get registered who previously saw no merit in voting. There was a community of 100 plus student volunteers who created awareness about politics and enabled the overall process. It was covered by various publications. In a few weeks, there were 5000 plus organic FB likes and conversation on every post shared. Cause Ambassadors with an average of 1lac twitter followers, tweeted about every on ground event and other current affairs. More and more students applied to become OBD Fellows through the website.