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...