The Campaign

Research indicated, with Increasing pressure to succeed, children live in the fear of failure and therefore are often unable to cope emotionally. With growing competition, the achievements of Kids are always under scrutiny. Parents leave no stone unturned to ensure the child has a “Successful Future”. There has been more than ever emphasis on “Winning”. • India has one of the world’s highest suicide rates amongst aged 12-20 • 5% of children and adolescents in the general population suffer from depression at any given point in time • 13% of children ages 8-15 suffer from a diagnosable mental disorder The reality of life is that they are likely to encounter failure more often than success. How they learn from the experience and pick them up to do better is what defines them in the long run. As a brand Surf Excel, wanted to bring forth this ideology to parents.

The Brief

190 Million INR

Creative Execution

THINK : Launch of the film was announced &published on content websites& TVchannels. Communication was targeted not only to Female(Mothers) but also to Men(Fathers). TALK : Partnered with credible influencer to co-create content which was delivered through PR Events & live Facebook video. Later followed-up with advertorial/ads ACT : Research proves Reality shows or talent shows are most viewed family-content which led us to “Voice Kids India”, a signing-talent show, that provides children with a learning platform whilst they exhibit their talent. Key Highlight of this association: • Learning Zone: Everyweek contestants spoke about how mentor’s helped them to flip the lens on failure • Kids Growth: Showcased the kids learning journey on the show& their “HaarKoHarao” attitude • Special episode : Contestants,Parents &Mentor pledged to always encourage kids to never give up on learning • Celebrities HaarKoHarao Moment: Mentors&Celeb shared their journey to motivate the kids to continue learning

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

• Brand Equity among the affluent TG went up by 1100 BPS • Brand Conviction increased by 500 Basis point • Spontaneous Awareness increased by 800 BPS • Brand *imagery scores went up by 200 BPS • Top the Mind awareness rose by 600 BPS • Campaign Reached 150 Million Families (Source: Millaward Brown| BARC|Youtube)

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

We bought the brand philosophy of “LearningFromFailure” alive on Media through the core strategic thought. Using Moments of parenting that are on display for public at large and initiating open dialogue on the issue led by influential celebs to trigger positive changes that can be induced in everyday parenting. The influencers were very carefully chosen who have success today in their chosen field but people who had faced failure in the past. The campaign was treated differentially; we did not look at the campaign with the typical media lens. We considered it as brand philosophy, needed to be brought alive.

The brand had to reach out to the mothers who play a pivotal role in the upbringing of the child. Surf Excel strategically embarked upon sensitizing the Parents towards the fact that learning is more important than winning. We brought this philosophy alive on Media through our core strategic thought: Using moments of parenting that are on display for public at large and initiate open dialogue on the issue, led by influential celebs to trigger the positive changes that can be induced in everyday parenting. The influencers were very carefully chosen, who have all success today in their chosen field but have had faced failure in the past The campaign was treated differentially; we did not look at the campaign with the typical media lens. We considered it as brand philosophy which needed to be brought alive. We leveraged media through partnerships by creating “HUMAN LIBRARY OF FAILURE STORIES “