Candid Marketing executes mall activiry for Oxy bleach

The activation initially took place in Delhi, and is currently on in Mumbai

BestMediaInfo Bureau | Delhi | September 21, 2011

Candid Marketing is currently executing a mall activity for Dabur India Ltd.'s Oxy Bleach and OxyLife Facial Kit. The objective of the activity is to make the target audience, i.e. women, experience the product and simultaneously encourage them to participate in the Oxy Femina Contest. The activation initially took place in Delhi, and is currently on in Mumbai.

As part of the activation, an Oxy Bleach Experience zone has been created at select malls where the TG is invited for a free product trial (application). In order to attract participation, over 3 lakh SMSs had been sent out to women aged between 18-40 years in Delhi & NCR inviting them to star on the cover of Femina by getting a free Oxy Bleach at the malls.

At the activity, participants are given a chance to pose against the Femina Cover backdrop to participate in the contest. These photographs are collated and sent to Femina along with entry forms that these participants fill out describing their experience with Oxy.  Along with this, each participant gets an Oxy Bleach Discount coupon that can be redeemed at select salons.

Devika Sharma, Managing Partner, Candid Marketing said, “We are managing the activity from end to end for Dabur India Ltd. We saw a huge turnout of people wanting to experience the products at the malls in Delhi where approximately 800 people have been contacted through the activity in just 4 days. Considering the success of the activity in Delhi, we are also executing it in Mumbai.”

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