Durex and Inkfruit.com launch new campaign on the eve of AIDS day

Comapny Brief

New Delhi, December 01, 2009

Conventional forms of brand communication via advertising, have achieved great success in the past; many of the biggest and most established brands, from Coke to Marlboro, achieved their global heft decades ago by helping to pioneer the 30-second TV commercial. But it's a different world now. And depending on your TG; you may have to modify your pitch.

Check this fact out; Internationally its accepted that teenagers are spending 31 hrs per week on the internet, while 3.9 hrs a week on newspapers and magazines. It does not therefore come as a surprise that news; contests; goodies etc ; when online reach teenagers faster purely through social media. One such modern day loudspeaker is inkfruit.com ; and its engaging the youth in some 'motivating tasks.'

Right now; inkfruit.com is running a phenomenally successful 'attitude unzipped' contest in association with Durex condoms; topical for sure as 1 st December is world Aids Day.

Inkfruit.com, has been instrumental in designing and successfully executing a variety of very innovative digital brand placement activations for different brands, establishing their imagery among the target audience, and sustaining the brand's top of the mind recall value.

Kashyap Dalal , Maharaja of Inkfruit, talking about their latest campaign Attitude Unzipped, in association with Durex says, that, "this campaign has truly captured the imagination of today's youth. Via this alternative medium of marketing we have provided Durex with some really jaw-dropping content that increases brand visibility within their target audience."

With an 'Active User base' of10 million, 'Pageviews per campaign' of 50million ( over a 2month period) and a Worldwide Designer base- 10,000; inkfruit seems to be reaching out for sure.

Previously Inkfruit.com had executed a remarkably creative online campaign for Kingfisher's 'The Great Indian October Fests'. The concept was encouragingly fresh and unique. The campaign included a t-shirt design contest, as well as a message t-shirt contest. This campaign truly went viral, as it engaged the 10million user base of Inkfruit.com as well as tapping into many on-line media channels like banner ad campaigns, social media (Facebook, Twitter, Orkut, etc). That's not all via this campaign; an exclusive range of t-shirts for TGIOF was created and sold at the event.

It took under a months for putting together the whole campaign from the conceptualization stage to the grand finale. As Mr. GV Vilas (common colors, the marketing agency for Kingfisher's TGIOF), informs, that the campaign involved a total investment of Rs.5 lakhs , and at the end of the 2 month long campaign, we reached out to an untapped audience in a short span of time.

Other than Kingfisher and Durex, in the past Inkfruit.com has partnered with Zapak for a thematic design contest around gaming. During the IPL season cricketnext.com and Inkfruit.com had run a similar campaign that captured the imagination of the cricket crazy country.

Kashyap adds, "The best brand builders are also intensely creative in getting their message out. They've discovered new ways to captivate and intrigue consumers. Inkfruit.com for the last 3 years has been actively working on many creative expressions of the brand's essence to the target audience through the digital medium."

Looking at the emerging trends of the increasing popularity and effectiveness of the digital medium, it clearly seems to be the future of the digital dominance.

For further information, please contact:

WOW Factor communications

Arun.S

Email: arunwowfactor@gmail.com