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Curry Nation's innovative campaign 'lights' up Masoom, the night school NGO

The creative idea was glow-in-the-dark posters – during the day or when there is light, you only see a blank poster. Post sunset, or when the lights are switched off, the posters begin to glow

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Curry Nation's innovative campaign 'lights' up Masoom, the night school NGO

Curry Nation's innovative campaign 'lights' up Masoom, the night school NGO

The creative idea was glow-in-the-dark posters – during the day or when there is light, you only see a blank poster. Post sunset, or when the lights are switched off, the posters begin to glow

BestMediaInfo Bureau | Mumbai | January 15, 2014

Curry-Nation

Curry Nation doesn't want its new campaign to see the light of the day; instead, to see the campaign they will ask you to wait for the day to end. Curry Nation, known for its desi-ness, puts social advertising in a new light with the ad campaign it has created for Masoom, the night school NGO. Innovative outdoor (poster), press ads and direct mailers were the key elements.

Masoom runs systematic and strategically planned programmes for night schools that educate the underprivileged. Mentors and donors are the backbone of any NGO. The task was to get more mentors for Masoom. Curry Nation thought of targeting production houses and the advertising fraternity.

The creative idea was glow-in-the-dark posters. So, during the day or when there is light, you only see a blank poster. But post sunset, or when the lights are switched off, the posters begin to glow, showing mathematician Pythagoras, scientist Einstein and Chatrapati Shivaji from history, giving out the 'night school' message in a simple yet innovative way. Special printing of transparent radium ink gave life to this idea.

Nikita Ketkar from Masoom said, “Normally, NGO ads or fund raising communication is straight and to the point. Curry Nation's idea of glow-in-the-dark posters has given it an innovative approach, making the 'night school' point loud and clear.”

These posters are strategically placed at different editing studios, production houses and presentation rooms, where darkness is one of the key elements.

“We feel that film production and advertising professionals are the people who have the money and the desire to support. But we often get a little laid back in our everyday work lives. All we need is a little push. These posters act as reminders,” said Priti Nair, Founder, Curry Nation.

Another rendition of this was a direct mailer in the form of a calendar sent to prospective mentors. Similarly, Curry Nation also created an innovative Masoom Diwali greeting card, using the radium ink formula on the cover of the card. So, in daylight it's a blank card, but in the dark, the lamp (a book with a flame) lights up.

Curry-Nation-1A press campaign consisting of three press ads were released. Famous historical events that happened in the daylight were converted into night. Jallianwala Massacre, the famous Salt Satyagraha – Dandi March, and the Shivaji-Afzal Khan meet, all happened in the day. Adding elements of night to the current 'Text Book Pictures' was the idea.

Any kind of social advertising is important but relevance to the cause is crucial. Campaigns like these have taken social advertising to the next level.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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