Duracell: 10X power in your hand

This case study describes how Duracell, a battery brand, created online video content to engage young consumers in India.

Duracell: 10X power in your hand

Sushan Vernekar, Rajiv Darshi and Apeksha Wallia

Campaign details

Brand owner: Procter & GambleLead agency: Mediacom IndiaContributing agency: The Viral Fever (TVF) Budget: Up to 500kCountry: IndiaIndustry: Batteries, stationery, sundriesMedia: Content marketing, Online video

Executive summary

Indians perceive no difference in performance of different brand batteries. Though Duracell lasts ten times longer, ad awareness driven primarily by TV had not driven sales. Our challenge was to make the consumer experience the claim first-hand.

Our target audience use high-drain-devices spending time mainly...

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