Bajaj Nomarks entered the Indian market as an anti-marks cream brand. The brand had recently extended the product line to include a beauty cream range for different skin types. In view of the upcoming Olympics 2016, the brand wanted to leverage its brand ambassador Saina Nehwal while communicating its brand proposition ‘Live Bedaag’ to the digital audience.
Bedaag India
To find a brand connect in the context of the ‘Olympics’, we decided to leverage ‘marks’ in a metaphorical fashion, one that would appeal to the hearts of every Indian.
We realised that the ‘daag’ on the nation is that India has won just one individual Gold medal in Olympics.
The digital campaign was crafted on the sentiment of trying to erase this daag, by cheering on brand ambassador Saina Nehwal to bring home a Gold in the Olympics.
The integrated campaign brought alive the Badminton fever, the hope and excitement of a billion Indians eagerly waiting for Saina to bring home a Gold.
The centrepiece of the campaign was a digital film that captured this hope and excitement. The premise of the film was that the Badminton fever had kicked-in in every Indian to such an extent that moments from everyday life were typified to look like a badminton shot.
Accordingly, the film captured a dhobi swiftly swinging a piece of clothing and hitting it on a stone, two college boys passing a crushed paper ball at each other by hitting it with a notebook, a popcorn vendor enthusiastically using his a metal spatula to roast the corn seeds, etc.
A virtual shuttlecock was used as a creative device that travelled through the film, seamlessly tying it together.
The campaign was initiated with a promoted teaser video on Facebook giving a hint about the ‘daag’ on India. Right from that point the audience interaction began in the form of cheering for Saina.
Next, the digital film was released on Facebook, YouTube and Twitter the day Olympics was inaugurated. The hashtag #BedaagIndia trended on Twitter.
In the sustenance phase, topical posts were put up on Facebook till Olympics concluded. More than 1 million views on Facebook and YouTube.
