In the Events segment of the Best Media Innovation presentations at the Emvies 2010, interestingly, case studies for two tea brands were shared.
This was done as research revealed that only 5 per cent of government expenditures actually reach the common man; Rs 71 lakh crore is parked in Swiss bank accounts and India is ranked at 74 in terms of honesty. Also, 45 per cent of the people don't mind bribing to get a job done.
The idea behind the 'vrath' was simple. 'Khilana', which means 'feeding', is also slang for bribing in India. It's common knowledge that overeating leads to indigestion, which is why the company prompted people to go on a 'vrath' or a fast, thus playing on the pun to convey the message to end bribery and in turn, corruption. The communication was 'indigestion hatao, vrath rakho'.
The agency also tied up with Radio Mirchi and Fever 104 FM, which set up mobile radio stations inside buses, belting out two hours of programming from them each day.
The branded bus was the central factor of the Yatra and interacted with the youth in every city, getting their perspectives on the issue of corruption and impressing the need for their involvement. People could leave messages on the vinyl at the bus and also online by using the laptops inside the buses. The agency claimed that more than 20,000 people stepped into the bus at different stops, leaving messages and interacting with the RJs (radio jockeys). The event was witnessed by 20 million people and two lakh pledges were taken in all.
Connoisseurs of cinema were also brought in to attend movie screenings and engage in dialogues with audiences on the nuances of film making. This society was initially launched only in Mumbai and later taken to the Delhi market as well.
Based on the premise of Taj Mahal's 'Tareef toh hogi hi' tagline, it also launched the 'Taj Enlighten Tareef Award' to symbolise excellence in cinema. This was won by Amitabh Bachchan, Mrinal Sen, Javed Akhtar and Waheeda Rahman for their outstanding contributions to cinema.
The society now has 10,000 elitist members and is still growing. Over the last year, the brand reported a jump of 50 per cent in the scores in its mind measures analysis report. The agency claimed that the brand penetration also increased by 2.2 per cent in Mumbai, going up from 12 per cent to 14.2 per cent. The society is now being launched in Bengaluru as well.