MORTEIN - KILL THE REAL DEMONS

Bronze Spike
TitleMORTEIN - KILL THE REAL DEMONS
ClientRECKITT AND BENCKISER
Product / ServiceMOSQUITO REPPELENT
CategoryB01. Brand led Education & Awareness
EntrantHAVAS INDIA Gurgaon, INDIA
Idea Creation HAVAS INDIA Gurgaon, INDIA
Media Placement HAVAS INDIA Gurgaon, INDIA
PR HAVAS MEDIA Gurgaon, INDIA
PR 2 HAVAS MEDIA Gurgaon, INDIA
Production HAVAS INDIA Gurgaon, INDIA

The Campaign

Every year, mosquito borne diseases reach a peak around the festival of Dussehra. It is a festival where effigies of the demon king Ravana are burnt. In 2016, Mortein, a mosquito repellent brand, had a unique solution- Ravana effigies made out of Mortein ActivCards. By just burning the ActivCard, mosquitoes are driven away. So not only did people celebrate Dussehra but also killed the real demons- mosquito-borne diseases.

Creative Execution

The campaign consisted of an activation, where huge Ravana ActivCard effigies were burnt across North India, a 3-day long street activity where limited edition Ravana packs were distributed from door-to-door and a school activity that reached to over 21,000 school children. Overall this campaign touched over 1,00,000 people on-ground and millions via social networking websites.

As per a study done by the Delhi Municipal Corporation, the reported cases of mosquito-borne disease dropped by 47%. People acknowledged how pro-actively a mosquito repellent brand took responsibility of the situation and gave a simple solution that brought instant results. The PR generated has prompted the company to take the idea on an even bigger scale in 2017, covering 10 major Indian cities.

#KillTheRealDemons changed the way people celebrate a national festival. People experienced Dussehra of a new kind. It brought a change in their behaviour and spread awareness among them in a very interesting manner.

The campaign reached out to all people across North India. It used a deeply entrenched festive ritual and gave it a twist that was seen as a positive by everyone.

Credits

Name Company Position
NIMA DT NAMCHU HAVAS WORLDWIDE INDIA PRIVATE LIMITED Chief Creative Officer
NAVIN THEENG HAVAS WORLDWIDE INDIA PRIVATE LIMITED Executive Creative Director
AJAY SHARMA HAVAS WORLDWIDE INDIA PRIVATE LIMITED Senior Creative Director
PRIYANK NARAIN HAVAS WORLDWIDE INDIA PRIVATE LIMITED Senior Creative Director
SANJAY CHAKRAVORTY HAVAS WORLDWIDE INDIA PRIVATE LIMITED Associate Creative Director
ATIN AHLUWALIA HAVAS WORLDWIDE INDIA PRIVATE LIMITED Sr. Copywriter
ABHISHEK ANUJ HAVAS WORLDWIDE INDIA PRIVATE LIMITED Account Executive
LOKESH SAH HAVAS WORLDWIDE INDIA PRIVATE LIMITED Vice President
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