Advertisements are more than what we merely see on our screens, it takes a lot of time, energy and resources to bring it alive. Advertising campaigns not only help brands to reach its target audience but also make consumers aware of the product or services. As a matter of fact, it plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Saurabh Jain, regional marketing director, South Asia – hygiene, Reckitt, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)
What was the thought behind the campaign?
Diwali stands as one of India’s grandest festivals. In this rich cultural tapestry, the tradition of Diwali cleaning holds immense significance, serving as a sacred ritual to usher in the goddess of wealth and prosperity. Pre-Diwali cleaning is an indispensable custom, ensuring that our homes are immaculate and vibrant to receive the blessings of the festival.
The entire family comes together to take part in the activity under the supervision of the homemaker. However, bathroom cleaning, the most laborious task of all, is often left for the mothers/homemakers to tackle on their own. Through the #MomWaliDiwali campaign, Harpic’s message emphasises the importance of collective effort, illustrating how each family member can support the homemaker, particularly in the challenging task of bathroom cleaning, to enhance the joy of the celebrations. For the first time, Harpic Bathroom Cleaner has launched a unique festive campaign that is an effort to help family members understand that the joy of the celebrations can be manifold if everyone pitches in to help the homemaker during the preparations.
Which agency has conceptualised the ad? Why did you choose it?
The campaign has been conceptualised and executed by Reckitt’s digital team and brand team. It was further supported by our in-house creative team, an internal creative model that Reckitt has developed to churn out cutting-edge creatives at scale by helping them understand the brand and consumer more holistically. .
How do you intend to influence consumers with this campaign?
The way we celebrate Diwali has also evolved over the years. These days , family members do contribute to help during the Diwali preparations. However, the most daunting task of bathroom cleaning is still presumed to be the homemakers’ responsibility. Hence with #MomWaliDiwali campaign, Harpic wants to draw the attention of family members towards bathroom cleaning chores; so that they can step up and do their bit. Harpic’s role in this communication, is of an ally to the mom who wants to nudge the family members in a very positive manner to drive this behaviour change, ensuring Diwali celebrations in its truest sense.
Which are the mediums you will advertise on and why?
The campaign media strategy was designed to ensure we reach consumers when they are most receptive to our brand message. We did this by ensuring video ad placement across popular entertainment platforms like YouTube, Meta and Disney+Hotstar, while adopting a unique approach to social media that allowed us to engage with consumers in a more meaningful way.
We developed an interactive filter that lets users pledge their support to #MomWaliDiwali and drive this important conversation. We will be leveraging the scale of popular social platforms like Instagram and Moj to activate this filter. We’re utilising all these platforms to maximise our outreach and engage with as many families as we can, to ensure that this Diwali becomes an authentically #MomWaliDiwali with Harpic Bathroom Cleaner.