THE HARMLESS HOLI PROJECT

TitleTHE HARMLESS HOLI PROJECT
BrandMEDIMIX AYURVEDIC
Product / ServiceMEDIMIX AYURVEDIC
CategoryG07. Corporate Purpose & Social Responsibility
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
Post Production LEO BURNETT INDIA Mumbai, INDIA

Credits

Name Company Position
Rajdeepak Das Leo Burnett India CCO
Dheeraj Sinha Leo Burnett India CSO
Sachin Kamble Leo Burnett India National Creative Director
Prajato Guha Thakurta Leo Burnett India National Creative Director
Vikram Pandey Leo Burnett National Creative Director
Archit Gadiyar Leo Burnett India Associate Executive Creative Director
Vinit Sanghvi Leo Burnett India Senior Creative Director
Karan Thapa Leo Burnett India Creative Group Head
Sayan Sengupta Leo Burnett India ACD
Rohit Wani Leo Burnett India Copywriter
Simran Arora Leo Burnett India Art Director
Vishwa Khare Leo Burnett Copywriter
Gaurav Singh Leo Burnett India Editor
Rishabh Bunny Leo Burnett Visualiser
Priyank Pal Leo Burnett Visualiser
Shibani Mitra Leo Burnett India Brand Strategy Partner
Ashima Mehra Leo Burnett Senior VP
Govind Agarwal Leo Burnett India account management
Pradeep Mistry Leo Burnett India Account management
Varun Shah Prodigious Senior VP
Akshay Multani Prodigious Senior Producer
Avadhut Hembade Qench Photographer & Director
Makarand Hembade Qench Producer
Atul Teli Qench Executive Producer
Rohan Mapuskar Qench DOP
Dhanashri Mane Qench Food Styling

Why is this work relevant for PR?

#HarmlessHoliProject tapped into a highly relevant tension: Everyone loves Holi, but everyone’s worried about damage from toxic colors too! By solving a real consumer problem through the power of natural ingredients and Ayurveda, Medimix strengthened its brand promise of natural, ‘good for you’ ingredients #HarmlessHoliProject was the perfect mix of right place, right time, right message An ideal PR initiative needs all three. Being a solution to a highly relevant conversation, a perfectly timed launch, the concept of a ‘good for you’ alternative to toxic colors made the Harmless Holi Project a perfect story to share for news,media,blogs

Background

Holi, India’s beloved festival of colors, has now become a festival of toxic colors While traditional Holi colors are natural, synthetic ones made from dyes and pigments, containing harmful ingredients have flooded the market in recent times Young Indians, are increasingly aware of the side effects of chemical Holi colors Lack of viable options for safe colors to enjoy a stress free Holi further contribute to this tension And our challenge was to make India’s most trusted Ayurvedic soap brand relevant and exciting for the youth Trust is a given for the world’s largest selling handmade soap Medimix Ayurvedic, with a legacy of 50 years. But today, it needs to find new ways to be as relevant to the youth of India as it has been to Indians for generations.

Describe the creative idea (20% of vote)

Medimix Ayurvedic has championed natural ingredients and skin protection for half a century. It was only natural, that we help India’s youth find a harmless alternative to artificial colors. Medimix Ayurvedic presents The Harmless Holi Project. A unique innovative solution to enjoy Holi with colors that are not just harmless, but good for your skin! How? By making your own Holi colours! We created a DIY series of 100% natural, instant Holi colour recipes made from ingredients found in every Indian kitchen. So a Cabbage lent itself to a Brilliant Purple and Turmeric became a Bright Yellow! On the day that India becomes a canvas, Medimix paints India with the many shades of Ayurveda.  Here’s to a Happy, Harmless Holi!

Describe the PR strategy (30% of vote)

The big insight: Everyone loves Holi, but everyone’s worried about the damage from toxic colors too! Young Indians are looking for safer ways to celebrate their favorite festival. This created a cultural tension that was perfect for a trusted Ayurvedic brand like Medimix to enter the conversation and offer a solution We didn’t just offer a harmless solution, but a solution that was good for your skin! An offer young India couldn’t refuse, and we shared it exactly when they were looking for better alternatives The timely release of Harmless Holi color recipes just before the festival made it a ‘must cover’ story for news media, blogs and influencers alike The highly relevant DIY natural Holi color recipes were shared by news media outlets, influencers and consumers on their own — as the natural color alternatives were exactly what our consumers were looking for ahead of Holi

Describe the PR execution (20% of vote)

Our big idea: Seed conversations exactly when they’re highly relevant to our consumers and our message will spread itself through earned media We seeded our recipe videos on our social channels 4 days ahead of Holi, at exactly the time when young India starts planning their Holi celebrations, and seeking harmless alternatives to toxic Holi colors We made our recipe videos short, and snackable to make them ready to be adapted by news, blogs and influencers With their timely relevance and short duration, our videos were the perfect recipe for going viral These short videos then got shared through Insta DMs, tags, Facebook shares and even as Whatsapp forwards, generating organic shares and millions of impressions!

List the results (30% of vote)

Medimix Ayurvedic’s association with natural and ‘good for you’ ingredients was further solidified with a new (younger) TG The Harmless Holi Project helped create conversations that the youth participated in - helping drive relevance with the TG and strengthen Medimix Ayurvedic’s stance as chemical-free, good for skin soap. Medimix Ayurvedics connect with the Youth witnessed a record spike with its Instagram(primarily a youth platform in India) Followers growing by 28% during the campaign period The shareability of our fun DIY videos ensured that on Facebook we garnered a reach of over 0.5 million with impressions over 1.2 million Consumers and influencers shared it ahead with their followers, helping Medimix reach millions! THe Harmless Holi Project reached about 1 million users on Instagram with impressions exceeding 2 million

Please tell us how the brand purpose inspired the work

Medimix Ayurvedic has championed natural ingredients and skin protection for half a century. SkinFit being their brand mantra made it a good fit to talk about skin problems that happens because of these Holi colours. Not just talk about it but act on its brand purpose by making natural colours that are good for the skin hence making a positive change. Holi is generally played by the younger population. Hence, Medimix Ayurvedic’s association with natural and ‘good for you’ ingredients was further solidified with a new (younger) TG

Links

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