Categories Name : South Awards For Communication
Sub-Category : Best use of TV - FMCG
Entry Name (Campaign) : Black is my Favorite Colouru
In Fabric Conditioner category Softouch disrupted launching differentiated sensorial Black variant- power of French perfume fragrance to clothes while category leader provided basic fresh fragrance. Challenge in Core market Tamil Nadu was Misattribution of brand name as “Black Comfort”. There was a clear need to establish Softouch brand name Recall. Tamil Nadu has a strong cultural association of Pride with the color black. They celebrate black in different forms. To maximize cultural relevance, we integrated a very popular iconic 90’s Tamil song ‘Karruppu thaan enakku pidicha colour’ which means Black is my favourite colour. Audio rights were purchased & lyrics have all been tweaked to benefits of using Softouch Black & NOSTALGIC JINGLE TVC Created for brand recall. This approach let us leverage a famous song & land our message with a strong cultural context thus striking an emotional chord with Tamil audience As per IPSOS POST EVAL study conducted in Tamilnadu, observed that both Creative reach & Ad reach improved significantly TOM brand awareness by 2.6 times Brand penetration doubled in the Quarter Achieved 95% correct Brand attribution Market share increased by 300 bps as per Nielson