Product / ServiceMUTUAL FUND
CategoryB01. Guerrilla Marketing & Stunts
Idea Creation TBWA\INDIA Mumbai, INDIA


Name Company Position
Parixit Bhattacharya TBWA\India, Mumbai Chief Creative Officer
Rishi Chanana TBWA\India, Mumbai Nation Head of Art
Parixit Bhattacharya TBWA\India, Mumbai Creative Director
Rishi Chanan TBWA\India, Mumbai Creative Director
Parixit Bhattacharya TBWA\India, Mumbai Copywriter
Suchitra Ghosh TBWA\India, Mumbai Copywriter
Vinay Amritfale TBWA\India, Mumbai Copywriter
Sagar Jadhav TBWA\India, Mumbai Art Director
Rishi Chanan TBWA\India, Mumbai Art Director
Chinmay Raut TBWA\India, Mumbai Art Director
Vidhi Madiyar TBWA\India, Mumbai Art Director
Aejaz Khan TBWA\India, Mumbai Executive Director
Jay Mehta TBWA\India, Mumbai Account Director

The Campaign

For one day, we took over a popular supermarket and inflated the prices of items: bread, biscuits, juices, onions, etc. to match predicted prices of the same products in the year 2030. Everyone visits a supermarket and it is one of those mundane chores. Also, we never really check the prices of things we buy regularly.

Creative Execution

We changed the MRP of fast moving products and other goods. Stickers on products in the front of the shelf were changed to the inflated price. We even rigged the cash registers to reflect and respond to the inflated prices. Shoppers, unaware of the change, went about picking products as they always do - without looking at the price. After all, who checks the prices of toothpaste and other such things? To catch the attention of other shoppers, we created Sale Posters, Leaflets and Danglers that offered regular products at ridiculous prices. When shoppers approached the checkout counter, the inflated bill brought to their attention. Shocked, surprised and angry, shoppers confronted the store employees and manager. Cameras placed across the floor captured the over-the-top reactions of shoppers. Shoppers demanded an explanation. At this point, an IDFC representative stepped in.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 35% of the customers agreed to follow up with appointments to discuss details of funds suitable to combat inflation.

Explain why the method of promotion was most relevant to the product or service

Supermarket Takeover is an activation idea. A supermarket was turned into a supermarket from the year 2030 with products costing what they would in that year. It was to educate people about inflation and how they can protect themselves from rising prices by investing in mutual funds.

The audience was people with enough disposable income in this part of the city. As part of multiple, targeted local activations, Supermarket Takeover was designed to surprise people so they would remember the message inflations and for them. Then have a longer conversation on investment planning through mutual funds to be future ready. An upscale supermarket in a good neighbourhood was identified as the place where we would have a captive audience playing along with the us until the bill was presented.