Known for its creative media communication, Domex, toilet cleaner from the HUL stable in association with Big FM initiated a radio campaign named ‘Germs Ka The End’ to promote hygiene.
The campaign is created on the back of shayaris and a theme song named ‘The End’, conceptualised and composed by Big FM’s creative team and sung by music director and singer Bappi Lahiri.
“Toilet cleaners category cues are such that consumers cringe on seeing any form of advertising,” said George Koshy, Category Head (Household Care), Hindustan Unilever. “Our ‘germ world’ campaign is our attempt at making this category easier on the eye. Radio is a key medium with our audience residing in our key markets,” he added.
The campaigned was designed by Big FM on the basis of a brief received by Mindshare Fulcrum and was targeted at Maharashtra and South markets. The shayaris were played on heavy rotation in the first two weeks of March.
Commenting on the campaign, Ashwin Padmanabhan, Business Head, Big FM said, “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.”
With the creation of characters, namely, Jaggu Jaundice, Tatya Typhoid and Daany Diarrhea, the campaign manages to go beyond vanilla FCT. However, how much do the characters click and can a brand song be as effective as the tried and tested advertisement methods is something one needs to look out for.
According to Upendra Singh Thakur, Co-Founder, Origin Beanstalk, the campaign was well executed in print and outdoor, however, lost some of its seriousness in the radio campaign. Thakur explains that listeners are used to relating to the chronicles of a hero and not a villain. Thus, diseases even with a human name might not be something that listeners would want to relate to.
“I just want to know whether my Domex will kill the germs and keep my toilets disease-free. I’ll listen to a hero talking to me. I’ll relate to a hero’s win over evil (disease in this case). Maybe I would have listened to Domex talking to me making fun of those diseases (if humor was the route) and how it defeated them,” he added.
While the shayaris and the characters may or may not be the right choice, the brand and the network have done excellent work with the theme song. “In that sense, ‘The End’ song is much better with Bappi da in his full style and the message being very clear,” remarked Thakur.
Creating a theme song for a brand is not exactly a new trend. While such songs are not heard much, a few innovations have been seen earlier. Coco Cola was seen creating a theme song for its radio campaign in the past.
“Radio is dominated with film music these days. Gone are the days when folk music or original content by artists used to be aired on radio, creating a need gap. Thus, an original song created by brands with a clear message is the ideal method to reach out to the listeners,” said Anindya Ray, Vice President, Lodestar UM.
The radio campaign concluded on March 22, 2013 and is now being pushed through extensive digital marketing.