| Title | MORTEIN - KILL THE REAL DEMONS |
| Brand | RECKITT AND BENCKISER |
| Product / Service | MOSQUITO REPPELENT |
| Category | B07. Events & Stunts |
| Entrant | HAVAS 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 |
| 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 |
Every year, mosquito-borne diseases reach a peak around the festival of Dussehra. It is a festival where huge effigies of the demon king Ravana are burnt. In 2016, Mortein, a mosquito repellant brand, had a unique solution- Ravana effigies out with Mortein ActivCards. When each ActivCard Ravana was burnt, it released activ agents that drove mosquitoes away. So not only did people celebrate Dussehra, but also killed the real demons- mosquito-borne diseases.
The campaign was launched with teasers on the Mortein India page on Facebook. It then went on to an on-ground activation programme, after which it was picked up by TV channels, and print media.
Total earned media on over GBP 2,00,000. Covered by TV channels, radio and on digital. 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. It brought a change in the behaviour of the people. Via PR this event was amplified to reach millions of people. A simple way to make big change.
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. The campaign reached out to people across North India and it was amplified through TV channels, print media and various social networking websites. The approach used was a problem-solving technique to bring an instant drop in the cases due to mosquito-borne diseases. Bloggers across the country and various magazines covered the event.