Neutrogena creates world's largest umbrella mosaic

By Nandana Das , afaqs!, New Delhi | In OOH News | May 26, 2011
The event involved a lot of planning to ensure that the world record adheres to the guidelines of the Guinness World Records.

In a bid to create a Guinness World Record, Neutrogena India (a skincare brand which mainly manufactures sunscreen cream from the Johnson & Johnson stable) constructed the world's largest umbrella mosaic at Bandra Kurla Complex, Mumbai, last week, to support Neutrogena's effort to bring about awareness about the need for sun protection. The activity was executed by Celsius, an events and marketing company from Mudra Max.

The umbrella mosaic was created with 1,056 persons holding umbrellas to create the Neutrogena yellow logo, against a white backdrop. Hence, both white and yellow umbrellas were used during the activity.

The earlier record of using 1,026 umbrellas to create the mosaic made in Serbia, was broken by this new record, during the activity in Mumbai.

Talking about the brief they got from Neutrogena, Rahul Karwa, head, west, Celsius, Mudra Max, says, "We were told to bring alive the brand proposition of the product -- the need for sun protection -- in a fairly large format, engaging a lot of people."

A lot of planning went in to ensure that the World Record created was as per the guidelines of the Guinness World Records. For this, planning started two weeks prior to the event.

Taking about the target audience that Neutrogena is catering to through this activity, Karwa mentions, "We are targeting people who need sun protection. In other words, everyone under the sun is our target audience."

The day of the activity involved managing large numbers of male promoters, randomly picked up by Mudra Max, wearing Neutrogena branded T-shirts and caps, explaining the grid positions to be created for the mosaic. In addition to this, lanyards were used to strengthen the positions of the umbrella to keep the mosaic intact. Many rehearsals were done prior to the event, in order to get the right formation.

"The most challenging part of the task was to ensure that each promoter trained, turned up on the day of the event. The trained supervisors were seeded in between the promoters for a stronger control on manpower and smoother flow of instructions," mentions Karwa.

The event was flagged off by the product's brand ambassador and Bollywood actress Deepika Padukone. The adjudicator from Guinness World Record presented the certificate of the record to Deepika Padukone, and the brand team.

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