OBJECTIVE To create awareness among farmers regarding protection from insecticide for paddy plant ensuring higher yield and profitability.
ACTIVITY: As a part of this activity Bayer Crop science wanted to create an awareness campaign depicting the functional working of the insecticide and the insects Glamore helps to kill. With this brief as an initial thought Mindshaft created a campaign exclusively for Bayer where a traditional dance art form like Chhou performed only by male was used to tell the brand story. Since the campaign was just before the Durga Puja a display van was created with exclusive design of a Palki which was the mode through which Durga would be coming to earth. Thereafter we used the story of Durga in form of Glamore and Asura as the insects performed the dance at touch points depicting how good wins over evil. Mindshaft also organized spot quiz games based on the brand with farmers enhancing the brand recall.
OBJECTIVE To create awareness and trial among female consumers for the brand based on the theme of Balloon ka girna mana hain.
ACTIVITY: We at Mindshaft created an entertainment magic show for target consumers where the magician would have an entire show depicting various brand usp as well as the concept of girna mana hai. The females were asked to experience the magic first hand by being part of the magic helping the brand to have high recall and participation.
OBJECTIVE To create awareness and educate farmers regarding better disease management for the rice crop through Bayer Nativo.
ACTIVITY: Since the brand wanted to educate the farmers for better disease management of rice crop along with that wanted to increase the market share in the product category we at Mindshaft designed a campaign using infotainment as a mode. Bengal has a dying art form of Kobi Gaan where 2 groups debate a topic through instant song creation. We used this mode to talk to the farmers where one group represented the traditional farmer using low priced fungicide and the other group represented progressive and scientific farming methods using Nativo. This had a great effect on the farmers as the most debatable topic in farming was discussed in a form of entertainment along with passing out the information on Nativo’s usage and benefits.
OBJECTIVE To create awareness and educate female consumers in the rural markets the change of Fair & Lovely color from White to Pink along with added benefit of Fairness Treatment.
ACTIVITY: Since the brand was interested to carry forward a message of change in product as well as in the usage benefit from just a fairness cream to fairness treatment we at Mindshaft wanted to create a difference in approach towards the activation. We created the entire activation using digital media games through which the brand USP and benefits are communicated across along with creating awareness regarding the change in color of the product.
OBJECTIVE Awareness Campaign of Japanese Encephalitis in various affected districts in West Bengal.
ACTIVITY: The awareness campaign carried out in 10 districts of West Bengal included reaching out in deep rural pockets of West Bengal based on the Block and Gram Panchayat basis. The activity included having road shows with Audio Visual aids and direct interaction with people educating them with dos and don’ts to avoid the disease. Along with that there was activity held at Rural and Primary health centres, Anganwadis, Schools, Market place, Gram Panchayats & BDO offices. The awareness process included putting up banners, distributing leaflets, organizing awareness road show and quizzes for interactivity.