Germs personified on radio for HUL’s Domex

28 Mar,2013

By A Correspondent

 

While most toilet cleaner campaigns focus on TVCs and print, HUL’s Domex has taken to the radio waves in an innovative bid to target the markets of Maharashtra and South India.

 

Big FM has carried out an innovative and engaging campaign on the pegs of toilet hygiene and sanitization, called ‘Germs Ka The End’, with characters Jaggu Jaundice, Tatya Typhoid and Danny Diarrhea spreading the message of toilet hygiene and sanitization.

 

Led by National Solutions Head Dheeraj Kumar along with his team comprising Zara Zaki, Sreejith Vijayan and Usha Malasi, the campaign also saw a song rendition by music director and singer Bappi Lahiri, titled The End.

 

Created against the backdrop of ‘shaayri’, the characterized germs poetically profess the ill-effects of unhygienic and unsanitized toilets through an imaginative exchange of dialogues.

 

Ashwin Padmanabhan

Ashwin Padmanabhan, Business Head – 92.7 Big FM said, “We are happy with the success of the campaign. To be able to tailor solutions to meet client requirements, while also keeping listener sensibilities in mind has been our strength which has been showcased once again with this campaign with Domex. The team has done an excellent job and we look forward to continuing to serve audiences and marketers alike, with innovative and highly engaging offerings.”

 

George Koshy, Category Head (Household Care), Hindustan Unilever Ltd said, “Toilet cleaners category cues are such that consumers cringe on seeing any form of advertising. Our germ world campaign is our attempt at making this category easier on the eye. In order to make the germ world and its characters popular, we decided to use music as the medium. Mindshare created a unique tie-up with 92.7 Big FM and Bappi Lahiri to create a fun jingle around Domex’s characters – Jaggu Jaundice, Tatya Typhoid and Danny Diarrhea. Radio is a key medium with our audience residing in our key markets. The song enabled us to enter the realm of radio content and away from the by now done-to-death RJ integrations and station roadblocks.”

 

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