My Best Campaign: Ashutosh Karkhanis

Last Updated: Mon, Dec 10, 2012 03:57 hrs

pstrongWhy it is my best campaignstrongbr I would consider this as one of my best works as we made buying Springwel mattresses not just a transaction but an act of greater good As a brand Springwel has taken a higher ground and it will continue to do good for the societyppstrongBrief to the agencystrongbr Springwel India&rsquos third-largest mattress brand briefed us to do another exchange offer The Indian mattress industry is highly price-led So each player tries to outdo the other But a challenger brand cannot become a market leader by just doing price-led advertising We needed to create a differenceppSo we married the exchange offer to a cause &mdash helping the homeless people in a country where more than eight crore people live without shelter and of which more than 50 per cent are children who have never slept on a mattressppstrongProblems & challengesstrongbr With a minuscule budget creating a TVC and running it on national television was out of the question We had to come up with something innovative impressive inexpensive and within reachppstrongThe route chosen strongbr We decided to do on-ground activation and decided to spread the message on social media We developed a unique CSR activity &lsquoSpringwel sleep exchange offer&rsquo The offer was simple &mdash exchange any old mattress for a new one at a discount with the idea that the old one will be donated to a homeless shelter The activation was executed over a period of two-and-a-half months and supported by an integrated campaign across various media We launched with a film that was posted on Youtube and on Springwel&rsquos Facebook pageppstrongThe outcomestrongbr The campaign was hugely successful which resulted in many people participating in the offer The mattresses collected were sent to shelters across India The Springwel sleep exchange offer was featured on TEDx in Mumbai as an idea that could change the world The technology entertainment and design TED is a global set of conferences owned by Sapling Foundation a non-profit organisation to be sure TEDx are licensed TED-like events in MumbaippWith 12000 fans our Facebook page has the highest fan base and engagement levels among Indian mattress brands Our photography contest created hundreds of photo documentaries of the homeless The sleep exchange offer gave Springwel an unprecedented sales spike higher than any of their exchange offers have resulted in before But most importantly this has been an important beginning for Springwel to bring a good night&rsquos sleep to many more in this worldppstrongWill the campaign be relevant five years from nowstrongbr I believe it will be as relevant five years from now as it is today if not more The basis of this campaign is strong as it touches the heart because more than mattresses people care about a better society As I said we made buying Springwel not just a transaction but an act of greater goodpp aligncenterstrongClientstrong Springwelpp aligncenterstrongfont color993300Creditsfontstrongbr strongAgencystrong Saatchi & Saatchibr strongChief creative officerstrong Ramanuj Shastrybr strongTeamstrong Saatchi & Saatchi teambr strongFilm directorstrong Anuj Aliabr strongProducerstrong Arpan Fernandesbr strongStill Photographystrong Sharad Khiyalishbr strongIllustratorstrong Parag Lavekarbr strongMusicstrong Rajiv Bhallapp phr p ppstrongAshutosh Karkhanisstrongbr ECD Saatchi & Saatchip

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