<font color="#CC0033">Emvies 2008:</font> MindShare helps Rin Supreme become Surf Excel Bar

Although the merger of these two brands would give the consumers double the benefits at the same price, there was a chance that the news would not be received well

The case study for the brand migration from Rin Supreme to Surf Excel Bar was presented by MindShare at the Emvies 2008 in Mumbai. The objective was to create a halo of good feeling around the migration. Although both brands are well known in the laundry sector, they had different quality propositions. Rin Supreme claimed to make clothes the whitest, while Surf Excel boasted about how it removed the greasiest of stains.

Although the merging of both these qualities would result in a better product for the same price, the 70 lakh users of Rin Supreme wanted to know why there was a change being effected in the brand they were using. MindShare faced a big challenge in the communication as these users constituted 20 per cent of Hindustan Unilever Ltd's (HUL’s) laundry business.

The agency wanted to keep the risk to a minimum and keep the consumers’ faith in the product. They figured that the consumers might not take the news in a positive way, so they decided that they would create a halo of good feeling around the brands. They decided to use the print medium for the purpose. Since most of the news in a newspaper is centred round crime, murder, robbery and other negative impact events, the agency realised that there was a serious need for good news.

MindShare worked on this concept and decided to sponsor a “good news” column in local newspapers such as Amar Ujala, Dainik Jagran and Lokmat in various cities. These good news sections were in various segments of the newspapers, such as sports, Bollywood and even the editorial page. The sections covered positive events. Some typical headlines read: ‘House loans to be cheaper’, ‘Sachin fit for the next match’.

The campaign gave Surf Excel Bar visibility in more than 40 lakh Indian households for 60 days. The result of the campaign? More than 65 per cent Rin Supreme users recollected the brand migration news in a positive way. Apart from leaving a positive impression on the existing consumers, it also brought in new consumers for the brand.

The Emvies are given out in six categories after a two stage judging process by a panel of industry experts. Gold and silver awards are given in each category. The categories are Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. In addition, there are two special award categories: the TAM Award for the Best TV Research and the People’s Choice Award for the Best Case Study Presentation. The Emvies are awarded to both planners and implementers.

Every year, Ad Club Mumbai organises an event where shortlisted entries are presented before the audience. This year there are 53 shortlisted entries across categories. Yesterday at Wellingkar College in Mumbai, 27 case studies were presented. The remaining 26 case studies will be presented today. The Emvies awards will be given out on July 28 at The Grand Hyatt in Santacruz, Mumbai.

The presenting sponsor for Emvies 2008 is NDTV Media, while the associate sponsors are SaharaOne, Just TV Punjabi, Mi Marathi and Microsoft Advertising.