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Merck goes social to say no to ‘sab chalta hai’

12-January-2013
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Merck goes social to say no to ‘sab chalta hai’

The Performance Materials Division of Merck India has launched a social campaign, christened ‘Say No To Sab Chalta Hai’. A first-of-its-kind consumer awakening initiative, the campaign seeks to inspire people to demand and ask for products that make life better, safer and more enriching. Through this initiative, Merck wants to spread the message of: ‘Do not settle for anything less than what you deserve’.

The campaign is also designed to enlighten consumers about the various unique possibilities in design and colour effects for automotive and interior paints, cosmetics, packaging, and so on, to help consumers demand superior products and make better choices.

Elaborating on this campaign, Siddhartha Sengupta, Head - Performance Materials Division, Merck India, commented, “Through the ‘Say No To Sab Chalta Hai’ campaign, we want consumers to get aware of harmful ingredients used in different products and also make them conscious of the different and unique possibilities that are available to them. We have woven together a community of experts from different design and product disciplines, who have volunteered to educate interested consumers, students, and business aspirants on the availability and usage of better ingredients in products. Our aim is to eventually create an ecosystem of manufacturers, experts, and consumers by leveraging the power of collaboration, and unleashing a world of high-quality lifestyle product offerings in the Indian market.”

As part of this campaign, college students from across the country are invited to take part in a flash mob contest. For this, a special website, www.isayno.in, has been created, wherein interested teams need to first log on and register; secondly, organise a flash mob in their social milieu and capture it on a video camera, and lastly, upload the videos on the website and link it to a cause from those given on the website, empowering the end consumer to explore new possibilities and challenge convention.

The winning team will be awarded a cash prize of Rs 2 lakh; while those in the second and third places stand to win Rs 1.5 lakh and Rs 50,000, respectively. The first prize winner will also have an opportunity to partner with renowned independent experts from the fields of either design or spaces or allure (beauty), to develop a product that stand for quality and authenticity.

To flag-off the campaign, Merck India has concluded Phase One of this activation with some college groups at prime Western Railway stations in Mumbai. This campaign takes off from the response to Merck India’s co-creation and collaborative portal, projecteffexx.com, which was launched in January 2012.

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