Felicitated for an innovative campaign designed for oral care major, Colgate-Palmolive, during the MahaKumbhMela held in Allahabad
BestMediaInfo Bureau | Mumbai | December 9, 2013
MEC India has bagged an award for the âMost Effective Location-based Service/Campaignâ at the recently concluded 2013 Effective Mobile Marketing Awards ceremony held on November 28, 2013, in London. MEC India received the award for one of its campaign designed for Colgate at KumbhMela.
Known for innovation, creativity and astute focus, MEC India faced competition from the industryâs most prominent agencies. The firm has now become the only Indian agency to win this prestigious award.
Centered around the MahaKumbhMela held in Allahabad, the campaign was aimed at connecting with audiences at the festival, one of the worldâs largest religious gatherings witnessing over 80 million people in attendance this year.
Shubha George, CEO, Red Fuse Communications, said, âWe feel honoured to be recognised on a renowned global platform like the 2013 Effective Mobile Marketing Awards. Executing and implementing the campaign was a challenging task for the team, especially for a mammoth project of the scale of the MahaKumbhMela. The prime objective at the MahaMela was to attract and engage consumers in a highly competitive environment, which inspired us to think beyond traditional methods.The award encourages us to push further boundaries in the future.â
The innovative approach involved:
â˘ After evaluating various touch points, the mobile phone was identified as the most apt medium of communication â given that it was the only medium that the pilgrims carried in-person
â˘ The other challenge was the right fit as most pilgrims were from rural areas with low literacy levels. Accordingly, a voice-based communication using the familiar voice of legendary Indian radio figure, Amin Sayani, was created in Hindi
â˘ Lastly, in order to reach millions of devotees who had arrived from various parts of the country, a location targeting system was created with a virtual circle of 3-5 km radius around the MahaKumbhMela (in partnership with a leading mobile service provider). The mobile subscriber who entered the virtual circle were greeted by the legendary voice of Amin Sayani
âThis was the very first time in India that a brand had used location-based voice communication to convey the desired message and generate direct response from the audience,â said George.
The campaign was a huge success and there was massive word of mouth from those who had received voice calls to those who informed their friends and relatives about visiting the Colgate website.
Over 700,000 pilgrims visited a specially erected Colgate stall during the MahaKumbhMela promotion.