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Himalaya Adopts Marketing Through Crowd Sourcing

Invites creative minds to make a video for its hand sanitizer PureHands that highlights product benefits in an exciting way.

Neha S | Delhi | March 3, 2011

Crowd sourcing is the practice of reaching out to many people using circulated information to accomplish tasks. Many companies these days are using crowd sourcing as an important aspect for their campaigns success. Himalaya is new to join the league and the campaign has already attracted lot of eye balls.

Himalaya Herbal Healthcare rolled out an innovative marketing campaign for its hand sanitizer, PureHands where young, creative minds were invited to make a video for PureHands that will highlight product benefits in an exciting way. Engaging the world of social media, this innovative video contest is being hosted by Himalaya on their Facebook page (www.facebook.com/himalayapurehandsvideocontest).

Leveraging social media for the campaign has brought forth tremendous results for Himalaya.From the date the campaign rolled out the himalayapurehands Facebook page saw an immense rise in fans to almost 1500 in 15 days. This innovative campaign has smacked straight into the student community and the best way to do so was social media.

Young people come together on Facebook, express their views, discuss, and deliberate. Companies across the globe are looking at the internet to reach out to their consumers and crowd sourcing is a great way to access fresh, exciting ideas.

The Himalaya PureHands Take one contest is a first of its kind campaign that is running both on ground and on the social network. Himalaya PureHands contest has covered almost every college in Bangalore and has got startling response from students across all colleges.

To participate in the contest the only thing college students have to do is to make a video for Himalaya hand sanitizer, PureHands highlighting the role of PureHands in day-to-day life and bring out the USP of PureHands, ie. Herbal.

March 18th marks the Grand Finale of the contest where the finalist’s videos will be screened.  Videos will be judged by a panel of industry experts and peers. Out of the videos received, 15 will be shortlisted by Meridian Communication on the following criterion: concept, adherence to creative brief, out of the box thinking and tagline.

The chosen 15 teams will present their videos to a panel of industry experts for the ‘Jury Award’. There will also be a ‘Popular Choice Award’ for the video with the maximum number of votes on Facebook.

One of the judges judging the Himalaya PureHands Take one contest will be Sumanto Chattopadhyay the Executive Creative Director, South Asia, Ogilvy, Mumbai. He has built brands like Dove and Ponds and launched The Economist in India. Sumanto is also an actor, having toured the US as Buddha in a play called The Life of Gautama Buddha and played a poet-turned-terrorist in a film called Char Adhyay. Now he has turned judge to decide the fate of the winner who will take away a cash prize of Rs. 1 lakh. The first and second runners-up win Rs. 50,000 and Rs. 25,000 respectively.

Neha@BestMediaInfo.com

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