Vivel: Creating Fairness Magic

By Poojya Trivedi , afaqs!, New Delhi | In OOH News | October 21, 2010
The company reached out to about 50,000 women in four days

The outdoor division of Madison, MOMS Outdoor Media Solutions recently conceptualised and executed an innovation for ITC's Vivel Active Fair in Kolkata. The objective behind the campaign was to make consumers aware of the fairness cream in an engaging manner.

"In four days, the company reached overall 1.5 lakh individuals, of which 40,000-50,000 were from the target group," says Rajeeb Bhattacharya, media director, MOMS. The target consumers for the activity were women in SEC B in the age group of 15-40 years

In order to create the magic of fairness in seven days, which is what the product claims, the agency placed seven dressing tables, marked from 'Day 1' to 'Day 7'. The company used this concept of seven mirrors in a cave innovation, which projected a magical story of becoming fairer in seven days.

At Park Circus in Kolkata, an artificial cave was created, complete with an entrance through cut-outs of trees and animals. A copy with neon effect was placed at the entry point of the cave. Once the audience got inside the cave, the seven mirrors placed inside would tell the story of becoming fairer in seven days.

On moving from the first mirror to the next, and right up to the seventh mirror, the consumer would see a visible change in the colour of the skin. The effect was created through the use of films and dimmer lights on the mirrors. Consumers exiting the cave could visit the free sampling stall for Vivel Active Fair.

A similar innovation, though without the cave, was done at two other places in Kolkata, namely Bagbazar Sarbojoneen Durgastov and Grai Nabdurga. The agency organised the activity during Durga Puja to reach the maximum number of people.

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