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Big FM and Domex join hands for ‘Germs Ka The End’ campaign

Radio campaign spreads message of hygiene and sanitisation while ensuring high listener engagement in concept made by Mindshare

BestMediaInfo Bureau | Mumbai | March 28, 2013

92.7 Big FM has joined hands with Domex, from the HUL stable, to launch a campaign on toilet hygiene and sanitisation called ‘Germs Ka The End’. Targeted at markets of Maharashtra and South India, Big FM and Domex hosted a pioneering multi-phased radio campaign which will culminated on March 22, 2013. The campaign, which also saw a song rendition by music director and singer Bappi Lahiri titled ‘The End’, will soon also break its digital campaign.

Going with a clear brief from Mindshare Fulcrum to make the characters Jaggu Jaundice, Tatya Typhoid and Danny Diarrhea household names while spreading the message of toilet hygiene and sanitisation, the creative team at Big FM conceptualised ‘Germs Ka The End’. Created against the backdrop of shayaris, the characterised germs poetically profess the ill-effects of unhygienic and unsanitised toilets through an extremely imaginative exchange of dialogues.

Ensuring high recall, message stickiness and mass appeal, the campaign also saw an extension with a theme song called ‘The End’, conceptualised and composed by Big FM’s internal team and sung by music director and singer Bappi Lahiri. The campaign which has played on heavy rotation across Big and other radio stations through the first two weeks of March is catchy, hummable and playful and will soon see a release of the video of the song along with robust digital plan to further seed the song.

Led by National Solutions Head Dheeraj Kumar along with his team comprising Zara Zaki, Sreejith Vijayan and Usha Malasi, the campaign has delivered excellent results and conversation currency.

Ashwin Padmanabhan, Business Head, Big FM, said, “We are happy with the success of the campaign. To be able to tailor solutions to meet client requirements, while also keeping listener sensibilities in mind has been our strength which has been showcased once again with this campaign with Domex. The team has done an excellent job and we look forward to continuing to serve audiences and marketers alike, with innovative and highly engaging offerings.”

George Koshy, Category Head (Household Care), Hindustan Unilever, said, “Toilet cleaners category cues are such that consumers cringe on seeing any form of advertising. Our germ world campaign is our attempt at making this category easier on the eye. In order to make the germ world and its characters popular, we decided to use music as the medium. Mindshare created a unique tie-up with Big FM and Bappi Lahiri to create a fun jingle around Domex’s characters – Jaggu Jaundice, Tatya Typhoid and Danny Diarrhea. Radio is a key medium with our audience residing in our key markets. The song enabled us to enter the realm of radio content and away from the by now done-to-death RJ integrations and station roadblocks.”


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