Category: Best Use of Branded Content & Sponsorship
Advertiser: LOTUS HERBALS
Product/Service: LOTUS WHITE GLOW
Media Agency: VIZEUM MEDIA SERVICES , Mumbai, INDIA
: Team Vizeum India (Vizeum India)
Media placement: TV Campaign - Colors - Viacom18 - 20 November 2011
Media placement: Press - Times of India - 23 December 2011
Media placement: Press - Times of India - 31 December 2011
Insights, Strategy & the Idea
A late entrant among skincare category, Lotus Herbals needed to communicate and create a sense of being an expert and significant player in the category in the key winter season.
How Lotus Herbal challenged established brands in the game of SOV and mindspace through one big sponsorship idea unheard of. Lotus Media Agency co-created an award show, Golden Petals awards, together with leading General Entertainment Channel Colors (Viacom18). A show about celebrating the success of known faces of television for whom looking good and feeling good is a professional prerequisite.TV broadcast of the award is declared as the highest rated TV show of the year. Lotus Media Agency negotiated a re-airing of the show on New Year’s eve as a gift to viewers from Lotus, ad-free prime-time for the first time in the history of a leading General Entertainment Channel in India. Channel was further persuaded to announce the ad-free programme in leading national newspapers, another first.
Creative Execution
The name "Petals" itself connoted well with the Client name "Lotus". Beyond sponsorship, brand elements were extended in the sets and the content. Brand ambassador – the dream girl of Indian Cinema, Hema Malini joined as the “show stopper” on various skits of the brand giving beauty tips. Agency re-negotiated a re-airing on New Year’s Eve as a gift to viewers from Lotus, ad-free primetime for the first time in the history of a leading General Entertainment channel. Considering the TV ad clutter, this airing would have fetched US$1.5M ad revenue had the channel sold the commercial time.
Results and Effectiveness
Everyone loves a hit show. Lotus Herbals Golden Petals award lived up to our promise.
Highest rated programme of the year- TVR of 6.9 and 49 minutes time spent in our TG.
Re-run of programme rated better than other original programming across channels.
32.47M reached in the first airing and 11M reached in the re-airing, way ahead of some of the top programmes across channels we considered in our evaluation.
With 3077 GRPs just for the programme promotion alone, with Lotus Herbals exposure, the efficiency of our buys surpassed all expectations.
Sales Offtake grew by 83% vis-a-vis previous two months