<FONT COLOR="#FF0033"><B>Emvies 2006:</B></FONT> Clinic All Clear shares confidence quotient with ‘Fame Gurukul’

Clinic All Clear has come a long way from its ‘Dho Daala’ days. After that came the ‘Cool and Confident’ positioning, which evolved into its present platform: that of a brand meant for those who are confident under the spotlight. What the brand was on the lookout for was a partner which could help it establish this positioning.

The MindShare Fulcrum team (which handles the media duties for Clinic All Clear) decided to associate the brand with Sony Entertainment Television’s music talent hunt show, ‘Fame Gurukul’. Its work in this regard has been entered in the Best Media Innovation – Television category in the Emvies 2006.

The deal guaranteed product placements, polling contests, in-serial branding logo presence and free commercial time in ad breaks. However, there were six brands in all which were associating themselves with the show, including Korean giants LG and Samsung. So, it was a challenge for Clinic All Clear to brand itself in a way that stood out… in a sense, it had to ‘own’ ‘Fame Gurukul’.

MindShare Fulcrum strategised on the common points between the show and the brand, and the obvious answer was ‘being confident under the spotlight’. Thus emerged the ‘Jo spotlight mein all clear, woh fame ke near’ premise. A campaign featuring Shahid Kapur, Clinic All Clear’s brand ambassador at the time, and Ila Arun, the principal of ‘Fame Gurukul’, who was also part of the show, was launched. This campaign comprised on-air spots, outdoor and Internet ads on popular portals Sify and Yahoo! In addition, Kapur was invited as a celebrity judge on the show’s ‘Café’ episode, where he had a talk about confidence with the contestants in the show.

The brand’s new variant, Clinic All Clear Hair Fall Defense, was launched on the sets of ‘Fame Gurukul’ by brand ambassadors Bipasha Basu and John Abraham (who, incidentally, also came in as celeb judges on the launch day). The ‘Baal hai… nahin hai!’ campaign was aired for the first time during the commercial break of that particular episode.

During the course of a conversation, Basu asked Abraham whether he had the confidence to be a judge. The latter said ‘Hai’, meaning ‘I do have it in me’, but she went on to say ‘Nahin hai’, which is the contrary. This entire skit was impromptu and was actually a part of the TVC script.

Apart from getting the judges to talk about the product and the positioning, the contestants were judged on a Clinic All Clear Confidence Meter.

As a result, Clinic All Clear was recalled by 61 per cent of the respondents as being associated with ‘Fame Gurukul’, which is the most that any of the six sponsoring brands was recalled.

© 2006 agencyfaqs!