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Tag: George Koshy

  • Turning boring into fun, while spreading a message

    Turning boring into fun, while spreading a message

    MUMBAI: The brand which follows its corporate social responsibility (CSR) to the T has launched another campaign to promote healthy lifestyle.

    After ‘Help a child reach 5’ campaign from Lifebuoy, germ protection soap from the house of Hindustan Unilever (HUL), comes ‘Jump Pumps’. An on-ground activation to raise awareness about hand washing was based on the insight that more than 2 million children losing their lives to diarrhea every year.

    Time and again, Lifebuoy has implemented several innovative programs to create a habit change for hand washing amongst children as well as to raise awareness about the five critical hand washing occasions in a day.

    HUL general manager (skin cleansing) George Koshy says, “Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach that is appealing to children by making it fun and enjoyable.”

    In April 2014, Lifebuoy chose the occasion of the mid-day meal to convey this message. India’s mid-day meal scheme feeds over 120 million children a day, making it the perfect opportunity to address the maximum number of children across schools, at the actual moment of truth.

    Across many rural schools, the FMCG giant in the country found that children were not washing hands before having lunch, despite the availability of soap. The old & heavy hand-operated pumps are the only way to access water in these schools, and hence young children find it difficult and tiresome to operate them.  The challenge before the company was to create an intervention on this key barrier.

    Click here to watch the video

    So, it came up with a simple idea – turn the boring and cumbersome hand pump into a fun game!

    HUL installed specially-crafted rocking horse, made from a combination of wood and metal with a simple screw-on mechanism, on to the handles of these hand pumps in schools – transforming them into ‘Jump-Pumps’.

    At lunchtime, when children headed out of class for their meal, they were taken by surprise by this colourful addition to their school premises. The concept and the proper technique of washing hands with soap along with putting up posters at prominent spots in the school to explain the “Jump Pump” game was then explained to the kids. Apart from this, Lifebuoy soap was also provided to ensure soap availability throughout the activation period.

  • Hyndai i20 ‘casts a spell’ with its new TVC

    Hyndai i20 ‘casts a spell’ with its new TVC

    MUMBAI: Hyundai i20 is going all out with an array of new TVCs across the World Wide Web and television sets. The TVCs in question here is conceptualised by Innocean Worldwide.

    The two commercials for Hyundai i20 ‘The Hyundai i20 casts a spell‘ and ‘A Spy and his ‘Uber Cool‘ drive‘ is completely focused on the car‘s features for the target group in the segment.

    The objective behind the campaign was to drive viewers towards the brand‘s dominance across media and digital platforms simultaneously.

    The ‘Cast a Spell‘ has gone viral and garnered more than seven lakh views on YouTube within a short span of 10 days. The ad film is conceptualised by the creative trio of Saurabh Dasgupta, Allen Charles and George Koshy. The ad film has been aired on TV and digital platforms like YouTube and other social media.

    To view to TVC Click here

    Speaking about the campaign, Innocean Worldwide executive creative director Saurabh Dasgupta said, “The objective was to give an uber twist to a story of a ghost and an i20 driver, by way of the ghost getting spooked by the cars features that were intuitive and seemingly supernatural.”

    The TVC shows a young executive returning from a hard day‘s work when he unassumingly comes across a stunning lady dressed in black standing all alone. By the time he realises that he is next to a cemetery, the lady is shown seated next to him magically and orders him to drive. But at the end of the TV commercial ghost decides to vanish as she came across the car‘s features which offers package of auto headlamps, rain sensing wipers, daytime running lamps and rear parking camera.

    The other ad film ‘A spy and his ‘Uber Cool‘ car‘ film meant for usage on the television medium. It has been premiered on the ongoing telecast of Champions Trophy on ESPN wherein Hyundai is there as a sponsor in its capacity as official partner of ICC. The film has been written by Koustuv Chaterjee ECD at Innocean. Herein the intent is to epitomise the unusual traits of the Uber Cool i20 user.

    To view to TVC Click here

    According to Chaterjee, “This story is one that thrills you. Its pushes the boundaries of uber cool portrayals done so far. The protagonist is a spy who gets the better of his opponents only to find himself racing against odds to keep his appointment with his girl-friend. Tied-up he still manages a getaway in an exciting fashion aided by the superlative innovations in the feature list of the car.”

    Innocean joint managing director Vivek Srivastava

    Commenting on the brand, Innocean Arjun Modayil executive director said, “The brand definitely outshines its competitors like Suzuki Swift, VW Polo etc in terms of appeal and buzz.”

    Putting the overall approach in perspective Innocean joint managing director Vivek Srivastava added, “Our client Hyundai Motor India has adopted a dynamic approach towards enhancing its models/brands appeal. The intent is towards buzz creation and increase brands consideration across in the medium term. Going further the synergised deployment of digital, print, OOH and TV will become the norm for our communication strategies to stay ahead of the curve all through.”