#HoliNotHooliganism

By Ogilvy, Mumbai, India

For Reliance General Insurance Brand Reliance General Insurance

Highly Commended in category Public Relations

In subcategory Digital / Social-Media

WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
Project Description
Reliance General Insurance, one of India’s largest insurance companies, is part of the Reliance Group, one of the country’s largest business conglomerates. Within weeks of filing for an Initial Public Offering, the parent company was hit by a widely publicized financial scandal. As a result, the stock prices of other group companies fell to all-time lows. With its Chairman in the dock, negative sentiment enveloped any business entity with any links to the parent company. And our client, Reliance General Insurance, was no exception. What ensued was an embargo on all forms of traditional advertising leading up to the IPO.
The brief therefore, was to reverse the negative sentiment surrounding the brand. And with an IPO in the offing, restore public and investor trust in the company. This of course, needed to be done within some very stringent parameters laid down by Securities and Exchanges Board of India.
We picked up Holi as an occasion to do so. This festival is celebrated with great zeal by smearing coloured powder on one another. However, men often use the festivities as an excuse to harass women by groping them and even targeting their genital parts. As a result, thousands of women have stopped participating in the festival.
This insight gave us an opportunity to come up with an idea that can help the brand to soar high in the turbulent times.
Agency Solution
Holi imagery has always been about joyous, free-spirited celebrations. So, we took typically festive pics. And using some skillful art direction devised a way in which the colours come off. Revealing what actually happens under the garb of the festivities.
This creative technique was then adapted to fit the virtues of each platform as we invited audiences to strip the colour off what looked like traditional Holi pics.
Three pics were finally used and the before-after images revealed a shameful truth. The execution was structured to reach the audience in innovative, seamless and non-intrusive ways.
Interactive Digital Posters – Interactive posters across India’s top 30 colleges invited students to
scan a QR code that would reveal the same image without the camouflage of colour.
Motion Sensor Blow Banners – The execution had to be as creative as the idea itself, so we chose to do motion sensor-based blow banners activated across 10 millennial centric websites where people would be invited to activate mic sensor and blow on the microphone to strip off the colour from these pictures that exposed the painful horror of Holi harassment.
Facebook Live Photo Feature – Facebook’s press-and-hold functionality invited people and ingeniously revealed that Holi cannot be an excuse to harass women any more.
WhatsApp Groups – Piggy backing on the typical Indian behaviour of forwarding festive greeting messages, we took to WhatsApp, disguised it as a typical Holi greeting and integrated it into more
than 3500 groups.
Dynamic Twitter Posts – To instigate national social outrage, we took to twitter with gifs and video reveals that unveiled the harrowing nightmare that women experience.
Please rotate your device
to portrait orientation