Mother’s Day, May 13, 2012 was marked with a significant number of brands associating with the day. In a bid to do something that would break the clutter, Hindustan Unilever’s brand Clinic Plus created a ‘talking ad’ in Navbharat Times.
The talking ad innovation, that was seen last year with Volkswagen, had augured strong results for the auto advertiser.
Innovative talking ad
On Mother’s Day, HUL (Hindustan Unilever Limited) and NBT (Navbharat Times) joined forces to roll out a ‘talking ad’ for the hair-care brand Clinic Special. This, one could say, is the first ‘talking ad’ for a regional language newspaper.
In the four-page glossy supplement, Clinic Plus wished all mothers a Happy Mother’s Day. ‘Mother’s Day ka har pal ho khushion bhara, Clinic Plus ke saath’ is what the ad said. As one opened the supplement, the Mother’s Day electronic card, stuck onto the paper, broke into a song, wishing all mothers on this special occasion.
“This innovation was conceived for Clinic Plus and it worked very well. It appealed to the cognitive senses and touched an emotive chord,” said Arunabh Das Sharma, President, Bennett, Coleman & Company Ltd (Times Group).
He explained that the ongoing focus of TOI has been on innovation. “When we do innovation, people take notice”. To deliver a ‘talking ad’ was innovative. Two big brands coming together, HUL a leading advertiser and TOI – they saw in this venture great value and a clear connect with consumers,” Sharma observed.
Reinforces mother-daughter positioning
The positioning of the brand Clinic Plus has been around the mother-daughter relationship. “Given the vision of the brand, we wanted to do something new, around the warmth of a mother-daughter relationship,” disclosed Srinandan Sundaram, GM, Haircare, HUL.
This warm feeling is clear in the song that rings out of the card. Plus, it was an important market to experiment. Sundaram explained that it was a risk that they took with a ‘talking ad’ but it seems to have paid off.
In agreement was Anaheeta Goenka, Executive Director, Lowe Lintas as she said, “In a nutshell, Clinic Plus is a family healthcare brand and historically the positioning was the mother-daughter relationship. This year they attempted something different, and developed an ‘excellent jingle property’ so that the impact could be more with the spoken word than the written word.” The music video of the same is set for release too.
This was done in conjunction with a national campaign on wishing mothers but the innovation was carried out in Delhi and NCR, where around six lakh copies are circulated.
The media strategy too wanted “to celebrate the mother-daughter relationship”, informed Hans Mathews, Principal Partner, Fulcrum, Mindshare. Medium such as print, radio, digital and TV were used to promote it.
In the future too TOI will continue its innovations. In fact, they have a team that specifically looks at innovations on what is possible between the creative use of space, machinery, distribution channels and so on.
The ‘talking ad’ by Volkswagen was in The Times of India, when it launched Vento in September 2011.