Duracell-powered auto rickshaws: Propelling Duracell into the fast lane

Duracell Ultra is the leader in the Indian alkaline batteries market. However, further growth and expansion could come from the larger base of zinc battery users.

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...

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