e4m IDMA 2024: Mindshare's campaign for Unilever bags gold for its impressive content

The 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 honoured the outstanding work done in the digital media ecosystem. Among the top brands that took home gold metals was Unilever that bagged a gold metal for its ‘Maa's Message - A Divine AR Intervention’ campaign. The brand won the metal under the ‘Best use of AR or VR’ sub-category. The awards honoured and celebrated brands and agencies from the marketing and advertising world bagged metals for their impressive marketing strategies. The media campaign was executed by Mindshare.

The campaign named ‘Maa's Message - A Divine AR Intervention’ was a hit among viewers. In the campaign that boats of impressive storytelling, an Augmented Reality experience was created for viewers, where a virtual avatar of Maa Durga shared a handwashing message with her devotees. Hand-hygiene in India became an important topic in India after the COVID-19 outbreak, especially in West Bengal. This inspired Lifebuoy to improve handwashing habits and promote ‘their’ protection proposition in this market.

This multisensory approach forged a powerful connection with consumers. The brand created an unforgettable experience that etched the importance of hygiene into the collective consciousness of the attendees, ensuring a safer and healthier festive season for all. In West Bengal, during Durga Puja, people congregate at pandals to not only admire the magnificent renditions of Maa Durga and seek her blessings, but also enjoy the street food on offer. Leveraging the festival’s focus on food, Lifebuoy seized this opportunity to emphasize the importance of handwashing before meals.

AI-generated, customized QR codes were integrated into Maa Durga’s attire at the pandal, leading attendees to click pictures of the idol to an Augmented Reality (AR) experience, where a virtual avatar of Maa Durga shared a handwashing message with her devotees.

The spectacular awards night celebrated the brands and agencies for their innovation and creativity in curating insightful and impressive campaigns. The Indian Digital Marketing Awards selected the winners across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards. This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India.