M-Seal, the sealant brand from the Pidilite Industries stable, has launched the 'M-Seal Save Water, Stop Leakage' campaign in Chennai with an aim to create awareness about water wastage caused due to household leakages through defective flappers, faucets, pipes, pipe joints and taps.
The campaign took the on ground route and executed an activation, 'M-Seal Champs Hunt', to promote the concept across residential areas, targeting children aged 9-16 years. To participate in the activation, the kids had to register as M-Seal Champs at their society and also through a call centre number announced on radio.
The children volunteers, designated as M-Seal Champs, were given the task to hunt for leakages in their societies. These leakages were then recorded and details were forwarded to the M-Seal team through telephone. The supervisors then visited the building to confirm the repair required, and the leakages were re-sealed by the M-seal team comprising of plumbers and specialists. The M-Seal Champs were then gratified with branded goodies and a certificate from Pidilite.
The activation was executed at 10 residential welfare associations (RWAs) during August 13-15, in Chennai by the brand activation agency, Candid Marketing. The drive was amplified through radio.
Commenting on the activity, Amrita Kumar, managing partner, Candid Marketing, says, "We have been working with various brands of Pidilite, and each project has its own challenge. Here, the challenge was to get inside households to check water leakages. We strategically chose children as leaders who could go door-to-door and also be an inspiration to highlight the importance of the cause."
"A substantial amount of water is wasted because of our negligence towards leakage. Fixing household water leaks through readily available epoxy putty sealants like M-Seal is very easy and can save precious water and more than 10 per cent on water bills. Through this campaign, we wish to bring this issue to the forefront and work towards eradicating the same jointly with the citizens of Chennai," comments Anil Jayaraj, chief marketing officer, Pidilite Industries.Have a look at the winning agencies' work portfolio for Digital Agency Awards 2014. Major stories over the last 30 days