Duracell-powered auto rickshaws: Propelling Duracell into the fast lane
Gaurav Virkar, Neha Sadh and Husain Kapadia
Campaign details
Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: DuracellCountry: IndiaChannels used: Online
Executive summary
Duracell's challenge lay in convincing Indian consumers that it did indeed give their gadgets a higher battery life as research had shown a lack of believability in the '10 times stronger' claim.
In a media first, the engines of auto rickshaws in key cities were superimposed with images so that it seemed as if the vehicle was running on Duracell...