Henkel India has come up with an innovative approach to engaging consumer impact on the screen. Its forthcoming campaign, the nationwide “You are the Star” contest for its flagship dish wash brand, Pril Liquid, invites consumers to put their ideas forward to write the script and act in the next Pril Liquid television commercial.
Speaking on the contest, Ranju Mohan, Vice-president, Marketing & Sales, Henkel India, said, “Pril has been our flagship brand known for its quality. We have researched and found that the Pril consumer is very satisfied and proud to use the product, to the extent that she recommends it to her friends. So we used this key consumer insight to invite the loyal Pril consumer to endorse the brand in her own way and in her own words. We see this initiative as a medium of consumers speaking to other consumers and also being recognized by appearing in the TVC.”
Satish Kumar, MD, Henkel India, said, “Pril Liquid has been designed to provide superior product delivery and high quality. With this unique and innovative contest, we are encouraging our consumers to share with us their best experiences with Pril Liquid. We want to highlight the actual experience of our consumers with this contest, thereby showcasing the reality.”
Positioned as the market leader, innovator and the challenger, the brand will invite customers to take up the challenge of being the creative brain behind its forthcoming television commercial which will star the winner of the contest. To participate, consumers have to send in a write-up of their experience with Pril Liquid along with a photograph of themselves with a Pril Liquid bottle. The final date for receiving entries is March 31, 2007.
Pril Liquid recently signed on actress and danseuse Shobana as its brand ambassador. Featured in Pril Liquid’s current TVC on air, she challenges consumers to replace their dishwash bars and try the Pril Liquid “One Drop Challenge.”