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.

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

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.

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

#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.