The Campaign

The Indian entertainment and media industry today has everything going for it – be it regulations that allow foreign investment, the impetus from the economy, the digital lifestyle and spending habits of the consumers or the opportunities thrown open by the advancements in technology. It is essential to cash in on the growth potential and the opportunities. The government, on its part, needs to play a more active role in sorting out policy-related impediments to growth. While there are various guidelines and regulations on content (MIB: www.mib.gov.in under Programme and Advertising Codes prescribed under the Cable Television Network Rules, 1994 (Rule 6 and Rule 7)) but there are grey areas that need light like content regulations be consistent across all delivery mediums such as films, television, radio and print or different sets of regulation should be evolved for each medium and working mechanisms of a content regulation in terms of enforcement, penalties for default from prescribed guidelines, etc. The industry needs to fight all roadblocks- such as piracy – in a concerted manner, while churning out high-quality, world class end products. The entertainment and media industry has all that it takes to be a star performer of the Indian economy.

Results

With Philips launching its new trimmer range, it was imperative to make beards look cool to create consideration and demand. The objective was to recruit 14-20 year old males as first time users and communicate that this range is the best way to get “the cool macho look”. The typical mind-set about a beard is that it makes one look unkempt and shabby, i.e. a brat. We realized that there was a need to change this perception and make beards look cool in order to promote the trimmer range. Therefore, we redefined BRAT as Bold, Rebellious And Trimmed, to denote our audience. A one-of-a-kind campaign was launched on www.likeabrat.com – an interactive platform which became an atrium of casual styling. To encourage the targeted group to adopt trimmers for casual styling, their media consumption was understood. Relevant media channels were identified to leverage storytelling in order to create intrigue and buzz-worthy conversations. We crafted an entire campaign journey to lead the behavioural change by using the interactive power of digital and surrounded our targeted group through a tactically planned media approach. The Brat became the hot topic of conversation in the digital world, which led to 21% growth in TOM scores. The media strategy helped in achieving earned media worth INR 12 million and increased the sales by 102% in volume.

Taking inspiration from the youthful, revolutionary and adventurous nature of the target group, the same flavour was given to the campaign destination, www.likeabrat.com, in its design, content and tone. The campaign took off with a teaser on www.likeabrat.com showing intriguing shots of Arjun Kapoor, asking visitors to guess what he was up to. This was supported with branded content on social media to generate curiosity and encourage conversations. In the Brat Academy on the website, users could create their own ‘Brat Lingo’, make ‘Brat Memes’ and share their ideology on social media. This benefitted us with unique user-generated content.

The BRAT campaign helped in achieving: - Video views: 3.1 million/ 57K shares - Website visitors: 1.6 million/ Average time spent: 6.5 minutes - User engagement on FB & Twitter: 1.45 million+ - Earned media: INR 12 million - Trended: #LiveLikeABrat No. 3, #LikeABrat No. 5 - Brand exposure: 560 million - Brand interaction: 2.3 million - TOM score: 21% growth - Category Crossed INR 1 billion with 102% growth in sales We were able to deliver beyond the set KPI. The sales had never grown beyond 23-24%, but with this campaign, Philips achieved an exponential growth of 150% quarter-on-quarter.

The Philips BRAT campaign was targeted towards the Indian male youth. Keeping in mind their fast-paced lifestyle, ever-changing preferences and laidback attitude, we needed elements that would keep them engrossed. All the content pieces were tactically created to make the audience feel like a part of epic movement that is about to change the way beards are perceived. Hence, to build engagement and establish the campaign philosophy, we partnered with popular youth-centric websites, like scoopwhoop.com, MensXP and Indiatimes.com. The content brought to life was offbeat, revolutionary and non-conformist in spirit.