#STOPMITHANI

Short List
Title#STOPMITHANI
BrandHDFC BANK
Product / ServiceBLOOD DONATION DRIVE
CategoryA02. Creative Effectiveness for Good
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
Production PRODIGIOUS INDIA Mumbai, INDIA

Credits

Name Company Position
Rajdeepak Das Leo Burnett India Chief Creative Officer and Managing Director
Dheeraj Sinha Leo Burnett India Chief Strategy Officer & Managing Director
Vikram Pandey Leo Burnett India National Creative Director
Pradeep Kumar Leo Burnett India Associate Executive Creative Director
Sagar Parab Leo Burnett India Creative Director
Dipayan Purkayastha Leo Burnett India Copywriter
Soumyadeep Purkayastha Leo Burnett India Copywriter
Pooja Raut Leo Burnett India Art Director
Neelakash Bhojane Leo Burnett India Art Director
Gautam Roy Leo Burnett India Senior Vice President
Gaurav Om Sharma Leo Burnett India Vice President
Vikram Turakhia Leo Burnett India Brand Partner
Anshul Rane Leo Burnett India Associate Brand Servicing
Aditi Jain Leo Burnett India Planner
Shibani Mitra Leo Burnett India Planner
Nidhi Shah Leo Burnett India Planner
Ravi Santhanam HDFC Bank Limited Chief Marketing Officer
Ashish Morone HDFC Bank Limited Senior Vice President
Brinda Gupta HDFC Bank Limited Deputy Vice President
Yagesh Batra HDFC Bank Limited Brand Marketing Manager
Vivek Das Chaudhary Prodigious Director
Akshay Multani Prodigious Senior Producer
Apratim Bhatnagar Prodigious Associate Producer
Ajay Kumar Oraon Leo Burnett India Editor
Jack Baca Freelancer Voice Actor

Summary

India has no dearth of moderately successful blood-donation drives. Most blood donation drives try to encourage people to do some social good. Unfortunately, Indians don’t really care about social-good. But, Indians would definitely donate blood for the ones they care for. So, we needed to give India a person they could care for - We identified one such man, Mr.Jyotindra Mithani. He has donated blood 151 times in the past 30 years. But he won't be able to do so anymore as he is 65. We made him the face of the campaign and urged people to #StopMithani from donating blood, by donating blood. Our starting point was to understand the maximum number of times young and healthy individuals in the age group 18-35 years have donated blood in their lifetime. The answer was nothing we could be proud of. The insight was a very basic human motivation – people go to great lengths for love. They donate blood out of love, for people they care about. The flipside: this becomes a barrier for people to come out and donate blood for people that are not family or friends. We needed to give the country a reason to donate blood – we needed to share the story of one common man who had gone beyond his way to make a difference. It was now our turn to save his life with a simple call to action: #StopMithani from donating blood. We kicked off our nationwide appeal 10 days before the blood donation drive on 7th December 2018, through a radio interview by Mr. Mithani, where he shared his story. This was followed by a digital video, voice blasts, social media messaging, and on-ground activations. Mr. Mithani’s heroic tale was also covered in the YourStory magazine, a popular youth platform in India. We appealed to all the young and healthy individuals to come forward and start a nationwide movement. And lastly, to show Mr. Mithani we care, we placed a live ticker for the count of the number of donors outside his house to stop him from donating blood. India surprised us - 3,66,572 new donors came forward to fulfil the promise made to Mr. Mithani. We exceeded our target of 1 lakh donors by 211%, as over 3 lakh 66 thousand donors came forward to donate blood. 3.11 lakh units of blood collected in just 1 day - potentially enough blood to save the lives of 9,33,000 Indians We collected enough blood in one day, that would have taken more than 2 weeks to collect otherwise. Our campaign for this worthy cause went viral. We garnered a total reach of 3.65 million, across Facebook,Twitter,Instagram, and YouTube with 2.8 million impressions in just one day. Most importantly, we kept our promise to Mr. Mithani and stopped him from donating blood. HDFC Bank experienced a positive rub-off in its trust scores and was ranked as the most trusted brand in India 2019 & 2020 (Brand Z) + Forbes No.1 Bank in India.

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