MxMIndia

Category: PRODUCTS

  • Havas Media Group India has won the integrated digital duties of Xolo, part of Lava International

    Havas wins integrated digital duties of Xolo

    By a correspondent

     

    Havas Media Group India has won the integrated digital duties of Xolo, part of Lava International, in a multi-agency pitch.

     

    With a stronghold in the mid to high-end smartphone segment, Xolo’s premium smartphones and tablets with fresh design, new platforms and technologies focus on performance and customer experience.

     

    Anita Nayyar

    Anita Nayyar, CEO, Havas Media Group, India and South Asia said, “We are delighted with the Xolo win close on the back of Yepme.com and a successful last year. It further establishes digital as our core capability. Mobile is the future for India and a required essential we are delighted to work with the team and brand.”

     

    Xolo has many first to its credits, that includes tying up with Intel® to launch the world’s first Intel processor powered smartphone, the first brand to launch NVIDIA® TEGRA® 4 powered tablet in India, first regional marketing partner for Liverpool FC club in India and many more.

     

    The size of the digital business is estimated to be upwards of INR 60crores.

     

  • The idea behind the campaign was in keeping with Samsung's legacy as an innovator and leader in the category

    Cheil delivers a unique positioning for Samsung Joy Plus TV

    By a correspondent

     

    Cheil India’s new television commercial for Samsung’s Joy Plus TV changes the positioning for a television. Where other brands have concentrated on just viewing and picture aspects, this demonstrates how the consumer can actually benefit from a TV that offers them with the advantage of capturing both screen and sound. The TVC went on air on March 29, 2014.

     

    The idea behind the campaign was in keeping with Samsung’s legacy as an innovator and leader in the category. This was critical as the entry level LED TV market is flooded with alike offerings with all of them playing on picture quality as the key benefit. Samsung as a brand believes in being a differentiator and this has been always visible in its unique consumer offerings.

     

    When the Samsung Joy TV was launched in 2013, it came with features such as Ultra Pix (Best in class Picture quality) along with unique value added benefits including USB to USB transfer and Triple Protection Warranty. The Samsung Joy Plus TV comes with added features of Screen Capture and Sound Capture, allowing the consumer to save and store both Picture and Audio content for later viewing or use. These unique offerings make the Samsung Joy Plus TV “Much More than just a TV”.

     

    The central idea of the TVC for the Samsung Joy Plus TV was built around the thought Like It? Keep It! The unique Screen Capture and Sound Capture features and benefits are ably demonstrated through engaging father-daughter stories. One storyline shows how a zebra is captured whilst being chased by predators in a wildlife programme, for the daughter in need of an image of a zebra for her school project.

     

    Commenting on the campaign, Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia, said: “With Like it? Keep it!, we have been able to communicate the product feature and benefit very effectively without losing out on the intrigue and entertainment quotient. Besides balancing the product demo with engaging storytelling, sourcing just the right footage of the animals from different sources and making it all look like one seamless sequence (within a tight deadline) was quite a challenge. But our creative team and Razy came through.”

     

    Said Kundan Joshee, Head Integrated Services, Cheil Worldwide, SW Asia: “Samsung leads the category by innovation and consumers look up to a novel offering in every new launch. In Joy Plus, the product has the amazing never seen before features of Screen and Sound Capture and the task was to bring them alive in a memorable, clutter breaking execution.”

     

  • The product and the TVC are inspired by childhood playfulness and the fun that is associated with the iconic characters Tom & Jerry

    Parle Products unveils new campaign for Parle Milk Shakti

    By a correspondent

     

    Parle Products has launched an ad campaign for one of its latest offerings in the cream category – Milk Shakti Milky Sandwich. The product and the TVC are inspired by childhood playfulness and the fun that is associated with the iconic set – Tom & Jerry.

     

    The TVC begins with the duo in a kitchen, whipping up a batch of the cream biscuits. Preparing the mixture of the mouth-watering milk cream for the centre and waiting for the cookies to bake. Off course, the process also includes rivalry between the two characters. Jerry is seen eager to contribute and playfully drops the mixture from a height while Tom uses his reflexes to catch the falling mixture between the freshly baked cookies, the accident which turns into the delicious cream biscuits. A child then enters the kitchen, excited to see his favourite cartoon characters is greeted with a high five and devours a biscuit.

     

    Mayank Shah

    Speaking about the campaign, Mayank Shah, Group Product Manager, Parle Products said, “The product and the TVC revolve around the popularity of Tom & Jerry to connect better with kids and their parents as well. Parents are usually wary of cream biscuits but Milk Shakti Milky Sandwich is one that is coupled with the nutritional goodness of milk and wheat, a perfect combination of fun and health. The ad perfectly embraces the camaraderie of the characters while highlighting the key attributes of the biscuits. The TVCs appeal spreads across all target markets.”

     

  • Lacoste brings about a new era by reinstating its founding values into the core of its message

    For Lacoste, ‘Life is a beautiful sport’

    By a correspondent

     

    By unveiling a new theme ‘Life is a beautiful sport’, lifestyle brand Lacoste brings about a new era by reinstating its founding values into the core of its message.

     

    Whether on playing fields or in everyday life, Lacoste’s heritage is rooted in a quest for authenticity, performance and elegance. Each item of clothing is designed in order to allow men and women to feel emancipated in their mind and bodies, with clothes that enable confidence and ease by being adapted to an ever-changing life. It’s this vision of optimism and courage that is promoted by the new campaign: “Life is a Beautiful Sport”.

     

    The visuals and posters are Jacob Sutton’s creation; they poetically portray men and women elegantly proceeding “above” the city and life’s tribulations. These urban and minimalist visuals represent the “Lacoste spirit” stripped down to a simple metaphor, remaining sporty and relaxed when confronted with challenges. The visuals convey man’s courage when faced with the big leap. A feeling of dizziness as he runs headlong into the unknown. The contrast of daring a small action to face up to the emotional vastness, crossing one meter in order to gain a kilometre and winning the game of a lifetime.

     

  • To showcase the new product and its value proposition, Kansai Nerolac has unveiled the campaign comprising of a TVC and digital campaign

    Kansai Nerolac unveils HD paints concept

    By A Correspondent

     

    Kansai Nerolac Paints Ltd has introduced a first-of-its-kind High Definition (HD) paint technology. Nerolac Impressions is the first range of premium interior emulsions in India that comes with a ‘High Definition’ color technology.

     

    To showcase the new product and its value proposition, Kansai Nerolac has unveiled the campaign comprising of a TVC and digital campaign. With this campaign, Nerolac reinvents its positioning through a new creative punch-line: “Jab Nerolac Impressions ka HD Paint lagega, toh ghar ke saath aapka bhi Impression badhega!”

     

    Enhanced with Micro-Embedded Brightness Boosters (MEBB’s), Nerolac’s Impressions range of interior emulsions offers a sharper look and superior finish. This technology makes the color of walls look brighter, richer and cleaner than other standard emulsions.

     

    “High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level,” said Anuj Jain, Director (Decorative), Kansai Nerolac Paints Ltd.

     

    Bobby Pawar

    Bobby Pawar – Director – Chief Creative Officer, South Asia at Publicis Worldwide said, “We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the color on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo.”

     

    The entire campaign is based on the insight of ‘how one’s home is an extension of one’s lifestyle and personality’. To reinforce this message, the TVC features brand ambassador Shah Rukh Khan, highlighting the difference between Nerolac Impressions HD Paint and Standard Definition Paint. It uses the humour element to subtly showcase how individuals living in HD Homes vis-a-vis standard definition homes are perceived. These HD paints replicate the color quality difference one would observe between a standard definition TV and a HD TV.

     

    Conceptualized and executed by Publicis Ambience, the film is also dubbed in Hindi and other regional languages and is currently being aired across all national channels.

     

  • Online and offline activity introduced fans to the new, improved formula

    Garnier’s ‘blind use test’ woos consumers across India

    By A Correspondent

     

    With a keen understanding of the needs of Indian women when it comes to hair, Garnier Fructis recently engaged in another initiative by reaching out to college students, women from housing societies and bloggers in a unique manner by getting them to experience the new Garnier Fructis Long & Strong shampoo and conditioner through a ‘blind use test’ campaign.

     

    The on-ground and online activation of the campaign was conducted in various cities across the country including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada.

     

    Conceptualized and executed by digital marketing agency FoxyMoron, the online campaign kicked off with over 50 top beauty and lifestyle bloggers across India experiencing and reviewing the new Garnier Fructis Long & Strong shampoo and conditioner. Bloggers received a package of the ‘Love Long Hair’ shampoo and conditioner and used it for a period of two weeks. Upon revealing the name of the brand within two weeks across Facebook, Twitter and YouTube, their reactions were captured on video.

     

    Commenting on this activity, Rupika Raman, General Manager, Garnier said, “We were very excited to undertake this consumer outreach activity as our aim is to educate consumers about the Garnier Fructis’ new and improved formula and also to capture real experiences and feedback of consumers. Our formula has changed and it is important for us to reach out to consumers and get them to try the product and see and feel the difference themselves. After the activation, it is wonderful to see such an overwhelming response from our consumers, which also means that new generation Garnier Fructis has met its consumer expectations.”

     

    Harshil Karia, Co-founder & Digital Strategist, FoxyMoron commented, “Quality perception is highly related to a consumer’s purchasing behavior. Hence, the ‘Love Long Hair’ campaign aimed to generate trials for the new, improved Garnier Fructis shampoo and conditioner and simultaneously, also develop loyalists through advocates of the brand who influence consumer preferences.  The biggest learning for us has been the importance of developing a deeper and strategic connection with influencers on the digital platform.”

     

     

  • It is an engaging sequel to the Centuro launch film that was released last year

    Mahindra unveils sequel to original Centuro film

    By A Correspondent

     

    Mahindra Two Wheelers Ltd. (MTWL) has unveiled its new television commercial for its popular motorcycle, the Mahindra Centuro. It is an engaging sequel to the Centuro launch film that was released last year.

     

    The new campaign showcases the sensuous girl’s second attempt at trying to get to him; only to be thwarted by the Centuro’s unique advanced features like the internationally patented Anti-Theft Alarm (with engine immobilizer) operated by the encrypted remote flip key. 

     

    Speaking about the campaign, Sarosh Shetty, Vice President – Marketing, Mahindra Two Wheelers said, “Our highly impactful launch communication campaign last year had generated high consumer demand for the award winning Mahindra Centuro. Developed as an interesting sequel to the original launch film, this new television commercial further accentuates the core values of being macho, tough and confident that one expects from the Mahindra brand.”

     

    He added, “it also brings alive the unique features that customers loved in the Centuro, namely its differentiated styling, the anti-theft alarm and remote flip key. The unique twist in the engaging story line is sure to grab the attention of viewers.”

     

    The new television commercial is aimed at highlighting the differentiated brand positioning and building familiarity with the innovative features of the Centuro. It reinforces the solid and masculine imagery of the bike built by the launch advertising campaign. The new television commercial features a woman trying to steal the Centuro with a duplicate key when the alarm gets triggered and she is confronted by the tough Centuro man, thus creating an interesting story around the brand.

     

  • Future Group, Arvind Brands, Adidas to cut offer days, discounts as sales dip substantially. FMCG sales down too in JFM 2014

    Summer Blues: Sales dip for retailers, FMCGs

     

    By Writankar Mukherjee & Rasul Bailay

     

    Top fashion retailers in the country plan to cut down on discounts and sale durations this year, after resorting to extended discount season last year to clear inventory pileups and create demand.

     

    Retailers such as Future Group, Arvind Brands, DLF Brands and Adidas say they have rationalised their buying patterns and inventory management to reduce dependence on discount sales.

     

     

    FMCG market growth dips during January-March quarter

     

    By Ratna Bhushan & Sagar Malviya

     

    Global consumer companies, which consider India as one of their last bastions for growth, saw demand taper off during the January-March quarter despite a low base last year. Top multinationals including Unilever, Yum Brands, L’Oreal, SABMiller, Nestle, Coca-Cola and Pepsi-Co have all reported slower growth in India in the quarter ended March compared to a year ago period, as Indian consumers remained cautious about spending amid high inflation and a slowing economy.

     

    While most of these firms had reported slower growth in every quarter last calendar year too, it was against a relatively high growth of 2012. “What we were experiencing in terms of the FMCG market growth slowing down has continued this quarter, both in terms of volume and value,” R Sridhar, Hindustan Unilever’s CFO, said while announcing the firm’s quarterly performance on Monday.

     

    “Premium segment and discretionary categories were really under pressure. The markets are still growing, but the pace of growth is slow,” he said. The overall FMCG growth has come down to 6per cent in the quarter ended March from 18per cent a year earlier. Experts said continuing slowdown in formerly fast-growing emerging markets such as India has dimmed multinationals’ prospect at least for the next few quarters. Yet, India is better than developed markets.

     

    “The India growth story is muted but it (India) is still growing faster than developed markets,” Debashish Mukherjee, partner at consulting firm AT Kearney, said. “There are structural headwinds in some sectors and downtrading across categories, but the overall macro outlook is steady,” he added.

     

    In the Jan-March quarter Yum! India, which owns KFC and Pizza Hut quick-service restaurant (QSR) chains, saw its same-store sales growth decline 1per cent. While consumer demand continues to remain subdued, top QSR players such as Yum! have maintained a high level of promotional intensity to enhance customer footfall.”Understanding the market sentiment, we have doubled our efforts to increase variety in our menu and hence increase ‘relevance’ to attract new customers,” a Yum! Restaurants India spokesperson said.

     

    Coca-Cola has reported 6per cent volume growth for its Indian operations in the quarter, impacted to some extent by a prolonged monsoon season, while its rival PepsiCo India delivered high single-digit organic revenue growth for its India operations. Companies’ performance also indicated that growth has been harder to achieve with most of them focusing on high-margin premium products even as consumers downtrade to lower prices products.

     

    Some companies feel that support from India is fading. For instance, Nestle SA in its Q1’14 sales release highlighted that trading conditions in India remained weak due to the weaker economy and consumer sentiment. Nestle India will announce its first quarter result next week. World’s second largest brewer SAB Miller also noted that India group revenue declined by 3per cent due to a volume decline of 7per cent, partially offset by robust realisation growth of 4per cent. “Volumes were impacted by regulatory changes made in the earlier part of the year in several key states, coupled with the prolonged monsoon season during the year,” said SABMiller in its investor update.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    “Last year, retailers went overboard and the discounts went really deep. This year, the retailers are having a re-look at the strategy and might cut back on the discounts,” said Dipak Agarwal, chief executive at DLF Brands, which markets global brands such as Mango and Mothercare in the country. “Last year was best for consumers but this year will certainly be not going to be like last year,” he said.

     

    Some retailers have already taken the lead. Adidas AG, which used to run four-five weeks of discount sales in January, restricted it to just two weeks this year.

     

    According to Tushar Goculdas, brand director for Adidas India, the firm plans to have only short duration season discount, not exceeding two weeks, this year.

     

    “We support our partners to ensure a more effective merchandise mix and sharper demand planning. As a result of these measures, our need to clear inventory at discount has been steadily declining,” he said.

     

    Over the years when consumer spending soared in a booming economy, most fashion retailers started stocking heavy in anticipation of even higher demand. But an economic slowdown hit consumer sentiment in late 2012 and suddenly retailers were saddled with piles of stocks. To clear that inventory, retailers resorted to extended discount season last year.

     

    Industry insiders say fashion retailers are now working hard on managing their inventory to avoid such a fate this year.

     

    “Most of the retailers have become very smart and careful in terms of stock they hold and they currently hold very lean stocks,” Kumar Rajagopalan, chief executive of the Retailers Association of India, said. “It is also a matter of maturity of retailers. As they become mature their buying becomes more careful,” he said.

     

    According to Rajagopalan, till some three-four years ago retailers would start the spring-summer discount season only in August; but more recently many retailers have been going on sale as early as in June and the discounts went on all the way till August.

     

    Retailers say that such extended discount season hurt their businesses as sales have gone down substantially post-discount months.

     

    “The sales seasons have stretched from four weeks to six weeks to eight weeks, so the actual season for fullprice is coming down, particularly the spring-summer which is a shorter season,” said J Suresh, chief executive at Arvind Brands, which sells various global brands including USPA and Gant here.

     

    “There is a consciousness among everyone today that we should not unnecessarily get into too much discounting, but what happens (is that) if someone has extra stock they start (discount sales) and how the whole thing spreads,” he said.

     

    Future Group, ITC Wills Lifestyle and Woodland too have decided to cut down the number of discount days and margin of discount they offered. “The problem of discount-led demand generation has been a self-created problem of the retail industry and the industry is now trying to solve the problem together,” said Rachna Aggarwal, CEO at Future Lifestyle Fashions. She said Future Group has decided to reduce the number of discount days and discount mark-up, and also to finish the discount period at least two weeks before main buying seasons.

     

    “We are also placing fresh merchandise alongside the discounted products which has spurt sales of the fresh merchandise to almost 30% of the total sales during the last end-of-season sale in January,” Aggarwal said.

     

    ITC-owned Wills Lifestyle has decided to reduce the discount markdowns by 5%-10% this year and will also put less number of stock keeping units or SKUs up for sale, said Atul Chand, ITC’s lifestyle retailing business chief executive. This will help ease the pressure on margins, he said. “We are rolling out six collections this year as compared to four collections before to drive sales without promotions,” Chand said.

     

    Harkirat Singh, MD at Woodland, said the shoe and apparel retailer wants to reduce the share of discount-led sales on its total revenues to 15% this fiscal from 22% last year by cutting down on discount days as well as merchandise put on sale. “However, it is not possible and neither is it desirable to completely eradicate discount sales since in the fashion industry it is the best way to clear out old stock,” Singh said.

     

    What gives retailers confidence to reduce discounts and improve sales of fresh merchandise is that many of them clocked double-digit growth in March-April without offering any discount. Also, consumer demand is expected to pick up once a new government takes office later this month.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The ad captures the values of today's young adults and their fashionable personalities

    Live fashionable, urges American Tourister in new TVC

    By A Correspondent

     

    Enhancing its current global positioning of “Young, International & Colourful” baggage brand American Tourister has unveiled its latest TVC titled ‘Live Fashionable’.

     

    The ad captures the values of today’s young adults and their fashionable personalities. When someone is truly fashionable it reflects on everything they do and American Tourister bags and backpacks are the ideal companions for such people, depicts the ad.

     

    Speaking about the campaign, Suresh Menon, CEO, Samsonite South Asia said, “Brand American Tourister has always been a unique blend of toughness and international class. It is our constant endeavour to bring out the best product range at a competitive price, without compromising on quality. The latest television commercial portrays how American Tourister bags and backpacks flawlessly reflect your stylish personality and ensures a ‘heads turning’ effect. I am certain that this campaign will take American Tourister’s image and equity to a new level.”

     

    The ‘Live Fashionable’ campaign showcases four different situations where young adults give a taste of their attitude towards travel and life. These quirky incidents range from them being fashionably late to lost and from being independent to friendly. All these films smartly integrate American Tourister bags bringing out both the emotional and functional appeal of the brand.

     

  • Ad highlights the message "Kab tak bachte rahoge from deep facial impurities" in an 'HD' world

    Himalaya unveils first TVC for purifying Neem Scrub

    By A Correspondent

     

    The Himalaya Drug Company has announced the release of its first television commercial for Purifying Neem Scrub, a Neem-based deep cleanser. The ad highlights the importance of pure skin in today’s ‘High-Definition’ lifestyle.

     

    Hemang Vasani, Brand Manager – Himalaya Herbals said, “Young girls today are conscious about how they look and they are increasingly taking extra care of their face. They begin to use face cleansing products as early as 12 years of age. They are aware of their skin requirements and are willing to use a product that addresses their problems. Our on-going consumer study reveals that impurities like blackheads, dirt and dead skin are a big cause of concern amongst young girls. Himalaya Purifying Neem Scrub helps remove these deep-rooted facial impurities.”

     

    Taking cues from the life experiences of the Facebook generation, our Purifying Neem Scrub TVC showcases the life of a young college girl, who returns home after a party and logs on to her social media page. While browsing through the party pictures online, she notices the visible impurities on her face and is both embarrassed and worried. The following day, her embarrassment further increases when she zooms in to watch the party video with her friends. The TVC goes on to elaborate the functional benefit of using a scrub to keep the skin free from impurities with the key message “Kab Tak Bachte Rahoge”.

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said “Face Packs and Face Scrubs is currently a Rs.400 crore category. We see it growing to Rs. 600 – 800 crore in three-four years, largely driven by changing consumer behaviour. Consumers today are at ease to experiment different products that will help address their skincare problems. We continue to see a growing preference for salon care at home. Himalaya is a leading Face Care brand in the country and with this communication we want to build the Face Scrubs category and create awareness of its role in providing problem- free pure skin for young girls.”

     

    With social media being an important part of this TVC, the brand also ran a teaser campaign leading to the release of the TVC on its brand page on Facebook Himalaya Herbals India. A persona inspired from Priya in the TVC was created to communicate the many real life instances when skin impurities leave people troubled and embarrassed. The weeklong campaign took people on a journey showcasing the transition from skin problems to problem free skin and the reason behind the new found confidence and vibrance in Priya! During this campaign period, the Facebook page reached out to over 3, 50,000 users.

     

    Created by Apostrophe Productions, the TVC is directed by Amit Baidya, whose past work includes commercials for brands in FMCG, consumer durables & media.

     

  • The cooling relief for acidity is the key differentiator for Pudin Hara Fizz

    Dabur unveils campaign around Pudin Hara Fizz

    By A Correspondent

     

    Dabur Pudin Hara has launched Pudin Hara Fizz to expand its market share in the antacid powder category. It contains proven ayurvedic ingredients like mint and lime which aids in providing relief from acidity while leaving a refreshing taste in the mouth. The cooling relief for acidity is the key differentiator for Pudin Hara Fizz.

     

    Commenting on the campaign, Ajay Singh Parihar, Category Head-Digestives, Dabur India said, “Pudin Hara Fizz marks entry of the trusted Pudin Hara in antacid powder category. The communication uses fire spitting as a strong device to highlight problem and fire brigade as trusted symbol to provide cooling relief. Goodness of natural ingredients like Lemon & Mint has natural fit with the mother brand. The TVC has kept away from set patterns of category’s communication codes and offers relatable yet entertaining communication! The campaign will be supported on ground through activations & outdoors.”

     

    Speaking about the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade and help douse this flame!”

     

    The campaign has been conceptualized by DDB Mudra North with Chairman & CCO, Sonal Dabral helming the campaign along with Vandana Das, Unit Head, Creative Head, Sambit Mohanty, Business Head, Ashwani Dhingra, Account Planning, Arun Sharma, Nisha Ganneri, Account Management, Yashaswi Bhatt, Kumar Deepak, Richa Shah. The production house is Raising Sun Films.

     

  • The simple act has the potential to save millions of lives

    Lifebuoy’s ‘Jump Pump’ activity casts positive impact on schoolkids

    By a correspondent

     

    It is a startling fact, that more than 2 million children lose their lives to diarrhoea every year. It is even more alarming, that a major contributor to this number is India. Washing hands with soap at key occasions during the day has been proven to be the most cost-effective and scalable solution to prevent the spread of deadly infections likes pneumonia and diarrhoea. This simple act has the potential to save millions of lives.

     

    Over the years, Lifebuoy has implemented several innovative programs to create habit change for hand washing amongst children as well as to raise awareness about the five critical hand washing occasions in a day. Of these five, one of the most important is washing hands with soap before eating.

     

    In April 2014, Lifebuoy chose the occasion of the mid-day meal to convey this message. India’s mid-day meal scheme feeds over 120 million children a day, making it the perfect opportunity to address the maximum number of children across schools, at the actual moment of truth.

     

    Across many rural schools, it was found that children were not washing hands before having lunch, despite the availability of soap. The fact was that the old and heavy hand-operated pumps are the only way to access water in these schools. Young children find it difficult and tiresome to operate these pumps and hence would simply not bother coming near them. The focus was thus shortlisted towards this key barrier.

     

    Vipul Salvi, National Creative Director / Geometry Global India said: “We need to keep pushing the limits of creativity to help solve basic problems like poor hygiene… the great thing about the Jump Pump is that it worked like a charm with kids while being cost-effective and easy to implement.”

     

    Rahul Saigal, President / Geometry Global, India added: “Sometimes the best way to teach kids an important lesson is to distract them into learning. You can’t engage children by mere preaching; you need to talk to them in a language they understand: the language of play!”

     

    What Lifebuoy did was install a specially crafted rocking horse, made from a combination of wood and metal with a simple screw-on mechanism, on to the handles of these hand pumps in schools – transforming them into “Jump-Pumps”.

     

    At lunchtime, when children headed out of class for their meal, they were taken by surprise by this colourful addition to their school premises. Promoters explained the concept and the proper technique of washing hands with soap along with putting up posters at prominent spots in the school to explain the “Jump Pump” game. Apart from this, Lifebuoy soap was also provided to ensure soap availability throughout the activation period.

     

    Currently, about 1500 rural schools across UP and Maharashtra are being impacted with this activity between April-May 2014.

     

    George Koshy, General Manager (Skin Cleansing), HUL said:” Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach, appealing to children in a manner that is fun and enjoyable.”