Background

In India CCTV Cameras were always viewed as something used at office and other professional establishments. It was never considered for personal use at homes. Our brief was to create awareness about the need for CCTV cameras at homes. The objective was to get people to understand the need for CCTVs and enquire about the same. The budget for this campaign was $1 million It was spread across 2545 dealer stores across India

Describe the creative idea (40% of vote)

The Evil face is a common sight at every indian home. These rakshasas or evil faces are used as gaurdians of the home. They are said to ward off any evil that is directed towards the house. A superstitious belief that anything new gains the jealousy of a few people. This doll/face is use to ward off that evil/negative vibe from the house Our creative idea was to use this evil face in a poster and instead of the eyes of the monster use the CCTV camera. The CCTV is an actual representation of the evil face, one that will ensure no evil eye is caste on your house. The CCTV acts as the protector of the house to ensure that nothing untowards happens. Target Audience:SEC A, B, Average indian home that values it's security and ensures to take all efforts

Describe the execution (40% of vote)

Design elements and their integration: We used the evil mask as a symbol of protection in an A3 poster. The mask was design with the symmetrical anatomy of the human, just exactly how they are depicted in real life. This would help build recall. Materials, style elements, design choices The poster was printed on Cotton paper which is handmade paper. The raw material for which is cotton. Made using scraps from discarded cotton shirts and other items, cotton paper, which is bound with a natural cotton adhesive, is thick and rough to touch, giving it a bold character not seen in industrial products. Approach and Scale These posters were designed keeping in mind the cultural behaviour of the average Indian. The element used was something they would associate with warding off evil. This was placed in all dealers stores across India

List the results (20% of vote)

The average enquiry about the brand increased by 35% We saw a 75% hike in customers buying the brand's CCTV cameras The cultural impact was also high as it worked very well for the brand that they used the local element that people identified well with The sales during this period was over .85 million dollars