CategoryA03. Use of Outdoor
Media Agency MINDSHARE Mumbai, INDIA
Entrant Company MINDSHARE Mumbai, INDIA
Media Agency 2 MINDSHARE Mumbai, INDIA


Name Company Position
Miloni Patel Mindshare Director Planning
Priya Chanda Mindshare Director Planning
Vinish Mathews Mindshare Partner Partner Client Leadership
Radhika Radia Mindshare Director Director Invention
Nidhi Bubna Mindshare Executive Executive Planning

Results and Effectiveness

Growth in brand parameters (Source: Millward Brown) • Spontaneous recall: 5% • ‘Brand ever used’:7% • ‘Fight germs effectively’:7% • ‘Provides extended germ protection’:10% • ‘Communication awareness’: 8% Brand Engagement: • In just 45 days, 2.7 Million users called toll free number, with 35% repeat callers, generating 54,700 Hours of branded content • The press launch garnered coverage worth 1.5 Million INR, across 24 publications of UP • We turned the train into a 14,682 square feet mobile hoarding that covered 84780 km in 6 months of the activity period. The train went through each of the 220 stations, 60 times during the course of the activity conveying the brand message.

Creative Execution

The Pepsodent Lucknow-Gorakhpur Passenger was launched in April’2013 through a never seen before press conference held in the insides of a Train Compartment! We got the biggest star of the state, Manoj Tiwari to launch the “new” train and the songs. Manoj Tiwari highlighted the importance of Oral Hygiene and also entertained the passengers with singing the Pepsodent songs. The press conference was attended by railway officials, celebrities and most importantly the daily passengers. Unilever’s digital agency created an IVRS number, 1800 3000 5686 through which passengers could download the Pepsodent songs for free by simply giving a missed call. The Songs were also populated across 4 top FM stations -Radio Mirchi, Radio City, Big FM and Mantra FM in the state. Radio Integrations and Radio Jockeys also populated the IVRS numbers. The activity saw a total of 2.7 Million callers engaging with the Pepsodent Train Song even on their mobiles.

Insights, Strategy and the Idea

Pepsodent is a WEAK #3 player in Uttar Pradesh, the largest state of India with 200 Million people. And needed to build awareness for Pepsodent’s ‘Superior Germ Kill’ proposition. In a media poor state with limited TV reach of 40%, poor literacy rates and limited Radio penetration, Pepsodent needed to create a new media touch-point! UP has the largest railway network in the country and people travel for as long as 2 hours daily to commute to work. Singing en route has evolved as a favourite pastime that keeps these passengers entertained through the journey. Pepsodent identified the economic lifeline of the state, the Lucknow - Gorakhpur Passenger train that covers a length of 540 kms, 220 stations, carrying 2.2 Million passengers over a single return journey and branded it for 6 months creating the first of its’ kind ‘Mobile Outdoor unit’ ! In tune with the singing culture, we also created the Pepsodent Train song “Saiyaan Passing Smile”!