A 360-degree integrated marketing campaign for Corona Awareness
Objective:
The medical infrastructure (hospitals) were facing much pressure during the second wave of Covid in India. People suffering from mild Covid cases / regular viral fever (that could be cured at home) were fleeing to hospitals and choking the bed and medical facilities inventory. As a result of which, life-threatening Covid cases were finding it nearly impossible to avail hospital treatment.
There was a dire need to relieve the pressure on hospitals in India during the second wave.
Insight:
India has many Bharats (languages/ regions/ cultures). The only way to catch the masses' attention across the many Bharats in one go, was by leveraging on the imagery/ following of regional celebrities. However, the second piece rather the tricky bit was, the PSA (Public Service Announcement) had to be done in an extremely sensitive manner. Especially, since we could not directly ask anyone to stay away from hospitals!
I figured the best of doing it was using kids in the narrative. A. It would be pleasant to see kids delivering the message on the screen in times of dreaded imagery being projected everywhere. B. The ask in the PSA campaign would appear subtler when delivered by the kids. C. Kids (future of the country) delivering a timely message to adults across India would be received well.
Idea (Phase - 1): Har Ghar Ne Thaana Hai, #CoronaKoHaranaHai
(Translation: Every home must make a resolve, to defeat Corona, once and for all)
The 2021 campaign was backed by India’s largest apex business organization (FICCI), world’s most influential network of MarCom professionals (IAA) and unified body of broadcasters in India (IBF).
The campaign cut across TV networks, Radio, Print & Social in 10 languages in India.
With language-specific TVCs, Radio, Print and Social, the campaign was spearheaded by 6 celebrities (pro-bono) in India: Arya (Tamil), Chiranjeevi (Telugu), Puneeth (Kannada), Suresh Gopi (Malayalam) and Rachna Banerjee (Bengal).
Results:
15 TV networks - 111 channels - 8 languages - 10,302 TV spots and counting...
14 print publications in 10 languages.
6 radio channels – 107 cities – 2,170 spots and counting...
820 Million Reach – 9K mentions on Social.
The biggest achievement of the campaign was it being well received by the masses and being widely shared and circulated by Chief Ministers in India. PS: The main TVC (featuring Akshay Kumar) was hosted on the government's official Covid App, Aarogya Setu.
Skills used:
Campaign ideation, Script writing, Creative Direction, Campaign execution, Project management.
Below are a few creatives of the campaign (Phase - 1):
TVC for HSM Market.
TVC featuring Chiranjeevi for Telugu market.
TVC featuring Puneeth Rajkumar for Kannada market.
TVC featuring Arya for Tamil market.
Print KV / creative.
Languages: English, Hindi, Tamil, Telugu, Malayalam, Kannada & Bengali.
Hosted on Aarogya Setu App.
Idea (Phase - 2): #GharKiHealthMinister
The phase 2 of the #CoronaKoHaranaHai campaign was focused on nudging the 'woman' of the house to take charge and get everyone in the family vaccinated. The idea stemmed from the insight that in India, the woman of the house is the 'unsaid' custodian of family's health.
The TVC cut across various regional languages. Unlike a language dub, it was decided to templatize the creative that could be replicated with regional TV celebs for higher recall and better messaging.
Below is one of the TVCs featuring the leading actor of Zee Tv's flagship show:
