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Brooke Bond Red Label Tea is Healthy Campaign A Dainik Bhaskar – Hindustan Unilever Ltd. Partnership Initiative

Category | Advertising Sales and Retention

Category | Marketing Solutions for Advertising Clients

INMA AWARD - 2013

Objectives of the Campaign

Create a convincing print argument that

“TEA IS HEALTHY”

• To deliver a multiplier effect for a TV heavy – non print brand

• Partner the creative agency Ogilvy & Mather in developing a ‘print centric’ campaign which connected with the readers in their lingo and with nuances that made an emotional difference to the reader.

• Create a media plan for the brand (done by DB)

• Drive ‘Call for Action’ scores beyond TV deliveries

A Unique Partnership

• The 4 partners namely: Client, the Creative Agency, the Media Agency and the Publication worked together to meet the stated objective of creating a multiplier effect

• Using the basic platform of TEA IS HEALTHY the campaign exhorted the readers to write in their views (SMS / Mail) to the antagonist in the ads.

• The first stage had the protagonist asking for recommendations that tea is healthy. The second stage had live respondents / readers showcased as sending their recommendations.

An Exclusive Partnership

• The entire campaign was run exclusively in Dainik Bhaskar

• This was done to evaluate the results in complete isolation.

• The entire media plan covering 5 months (July 2012 to November 2012) was created by DB

• Various innovations on front page, in the women’s magazine section, back page and inside pages were created to add to the lustre of the campaign.

The Power of Print

• This was the first ever attempt made by a tea brand in India to test the merit of the print medium and measure the ‘additional’ impact that print delivers

• From ad hoc to strategic, from tactical to thematic, the transformation of the campaign was complete.

• This exclusive initiative was conducted across 9 cities/editions in the states of Madhya Pradesh & Chhattisgarh, India

• The Dainik Bhaskar campaign was launched on July 12th 2012, 10 days after the national campaign was on TV

• This was done to measure the before print and after print effect on the call-ins.

• Over all the number of call-ins grew by over 2.5 times with spikes clearly seen on the days that innovations or larger sized ads were released

Outcome / Results

Result Highlights

On Day 1 (July 12, 2012) the

call-ins jumped from an average of 4100 to 22385 (500% jump)!

One week later, the ad

was carried in Madhurima

(our Women’s magazine)

and on that day 14140 calls were recorded

Within a week the

tally went to 120634 calls

The entire campaign generated

through DB alone tallied over 500000

calls

Key Learnings for all Partners

a. Print does work if the language of the medium is understood well

b. Print is be a strategic choice to supplement TV heavy campaigns through its local reach / spread

c. For clearly defined objectives it is possible to monitor and measure efficacy of print for FMCG category

Healthy Tea – Edit Support 1

Healthy Tea – Edit Support 2

Healthy Tea – Edit Support 3

Launch Ad

Healthy Tea- Theme Innovation Ad

Respondents Sound Bytes Ad - 1

Respondents Sound Bytes Ad - 2

Last Ad of the Campaign