Vritti iMedia inspired ‘Samuhik Vivah’ concept for Fem OOH campaign

With the brand activation and transit OOH campaign for ‘Fem Vivah’, the agency created a ‘viral effect’ in Kanpur region, which led to the brand message spreading to other parts of UP

e4m by Noel Dsouza
Updated: Apr 7, 2020 3:07 PM
Vritti iMedia for Fem

Transit audio OOH advertising is a great way to reach out to regional markets. Vritti iMedia an OOH advertising agency works towards conceptualizing effective campaigns for OOH advertising in rural markets, transit audio advertising, brand activations at local bus stands and call-to-action activities.

In the month of February 2020, Vritti conceptualized the campaign ‘Fem Vivah’. Fem is one of the five Master Brands of Dabur India Ltd with a range of products for the Skin Care and Salon category. Fem is also the country's Most Trusted Facial Bleach brand. The Fem range today has five different facial bleach products that cater to the various India skin types: Fem Fairness Naturals Saffron Creme Bleach for fair complexion, Fem Fairness Naturals Pearl for wheatish to dark complexion, Fem Fairness Naturals Gold Bleach for special occasions to provide a long-lasting Golden glow, Fem Turmeric Herbal Bleach for all skin types and the latest addition Fem Diamond Creme Bleach for sparkling white shine.

The insight and campaign concept, as shared by Vritti Media, for Fem is that every bride wants to look a beautiful person on her wedding day and she does a lot of makeup with the help of professional beauticians for 7-10 days before the wedding.

The agency was aware of a tradition of Samuhik Vivah (Mass wedding) which is arranged by the marriage trust/bureau wherein a parent can conduct their son/daughter’s marriage at a very low cost. They found out that typically it’s the poor who cannot afford to get married here.

We conceptualized ‘Fem Vivah’, a brand-building concept and transit OOH campaign that targeted at a small town and rural India through a wonderful and noble cause -- providing professional makeup to a poor bride who is deprived of good makeup on her wedding day.

The objective of the campaign was to create awareness about the product to the TG, develop a connection among the brand and customer, highlight the benefits and the advantages of the product and create an ‘emotional connection’ with the customer.

The target location was Kanpur primarily, the various touchpoints were regions like Purana Kanpur, Magzeen Ghat, Vijay Nagar, Juhi Rakhi mandi, Gujaini, Dada Nagar, Chandra Nagar, Chandra Nagar, Sarvodaya Nagar, Kanpur, Haramau Akbarpur and Bangarmau.

As part of the brand activation for Fem, they did facials and bridal makeup for 11 brides. For that, they went to the consumer’s home in different locations. They erected a salon in a van for facials and hired a professional beautician. To make this moment even more memorable, the agency also hired a dhol wala and female promoters who welcome these girls. These activities went on from 17 Feb to 22nd Feb 2020. Lots of gifts also given to the girls on the behalf of Dabur India ltd and Vritti Foundation. Which led to the consumers experiencing the products for the first time.

Here are some glimpses of the brand activation:

The brand activation led to an unbelievable emotional connection for the Fem brand and it had a viral effect in the entire Kanpur. The concept also spread to other parts of UP. Dabur turned the campaign offline to online to make it viral on social media and WhatsApp.

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