Categories Name : South Awards For Special Marketing
Sub-Category : Talent/ Influencer Marketing - 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 Created for brand recall. This approach leverages famous song- riding the nostalgia wave & land our message with a strong cultural context thus striking an emotional chord with Tamil audience done through Multi-Influencers.Kicked off with Brand film Jingle “Black is my favorite colour” having tweaked lyrics. Tamil movie actress, several reality show stars & other Regional Mega, Macro, micro influencers expressed their love for Black in their unique ways thus riding the Nostalgia wave to create Brand name recall across Social media. Even famous Tamil movie critics, Tamil Entertainment Community pages, Entertainment channels reviewed this nostalgic Jingle & buzz was created. The campaign focused on TamilNadu achieved massive 14 million Views with Engagement rate of Avg 5.5% (Benchmark for Homecare category – 1%) across Social Channels. Brand Interactions over 7.2 lakhs.