“Passport ilama foreign ah?” has been the recent trending campaign tag going around on all mass media and social media in TN market. The Campaign conceptualized by Chennai based Independent Creative and Media agency, Vinisha Vision Advertising has created an intense curiosity among the audience.
K V Kathiravan – Managing Director of Vinisha Vision Advertising is a master player in creating high intensity campaigns and he came across dozens of word play based teaser campaigns in the past for many of his clients and his latest masterstroke for Udhaiyam Dhall has created waves across the market, keeping the households guessing. He shared his idea behind the 360 degree campaign and strategy that he adopted to maximize the buzz in the market.
Objective and Strategy behind the Campaign:
“It’s been 4 years since we did “Divya ku sure ah kedaikuma” campaign which was a huge success in terms of creativity and sales with our client ‘Udhaiyam Dhall’, and we planned to create another history this time. Thus, I came up with this ‘Passport ilama foreign ah?’, a word play concept to create a buzz this time”
“The ubiquitous goal of a campaign is to provide enormous value to the customers. The process of ideation phase initiated with how and what new insights can we offer into an existing market with the current economical scenario”
“When we recall on various past campaigns of several brands, we noticed sub standard ideologies of teasers which either had double meaning or irrelevant content towards the revealer or the brand. These campaigns seemed to have been made only for the sake of publicizing rather than emphasizing on the brand name and its target audience.
We wanted to stand out of regular crowd hence; we persisted on giving the best to our client “Udhaiyam Dhall” with whom we have travelled for more than a decade now.
With the freedom given by our clients out of trust, we strategized the campaign from scratch. The tag that created waves “Passport ilama foreign ah?”is the key line that was born out of my creativity. I had planned to play with the word gimmick to easily connect with the public, provide value and also, encourage a debate.
From the gift planning, layouts, commercials to the eyeball grabbing outdoor works, every medium was utmost utilized to reach the target audience.
Upholding the Legacy and Brand Loyalty of Udhaiyam Dhall:
The 85 years old brand “Udhaiyam Dhall” has a huge list of years-old loyal customers belonging to various sectors. Dhall is an indispensable product in the lives of south Indians especially in the home of all middle class & not so privileged sectors. So, we brought in the idea of rewarding these loyal customers with the best of goodies that could be a life time dream to many like Foreign Trip, Car, Scooty, Gold, iPhone etc.
With this offers we wanted to reach out to people who refrain from even applying for a passport stating that it is unnecessary for their standard of living where visiting a foreign land is a mere mirage. We had come with this idea of foreign trip which is inclusive of helping them secure passport bearing the processing fee apart from Visa processing and Travel fee and flying abroad to benefit these customers. This would be like a dream come true for many across the state. While talking about the gifts like cars and scooty, we planned to provide them as these could uplift the life of many people who could not afford it. Yet another bonanza is the gold gift. Gold never goes out of trend, as a country of different cultures, gold is inevitable in any house thus gold is an attractive gift for the customers.
We came up with a complete budgeted strategy for all these huge offers with 100 % genuineness.
We have also planned for the gift distribution across the state every week. We are to publish the entire winners’ list in the Udhaiyam Dhall website instantly for transparency purposes except the big budget gifts winners as it will be revealed as a surprise to the winners
The ultimate goal of a campaign for brand is not just to increase the sales and succeed in the market but to show gratitude towards the generations of customers who travelled with our client. We aim at our client’s progress and thus work in accordance to it.
A Perfect Teaser is always a Secret weapon to Success:
As a perfectly conceived and executed word play, the teaser plays an important role in amplifying the mass reach of a campaign and it is always considered and a secret weapon for a high intensity campaign. However, nothing comes easy. Behind every success there are lots of hardship, challenges, more thinking and even more courage.
Despite all odds, the foundation should be strong to withstand a massive construction. This teaser which created huge vibes has laid a strong foundation to withstand the complete campaign for the next 100 days. The teaser became too viral that it quenched the thirst of meme creators around the state with our idea. It also resulted in various enquires about our clients and us.
We as an ad agency grow with our clients therefore we take special concern of each of our clients to give them the best of creativity and services. We do not compromise on quality and work with respect to the market potential of the brands value.
Though there are clients who switch agencies looking at their fancy low budgets, working with Udhaiyam is indeed an impeccable experience all these years as they give us freedom in our work which was Build on trust. Hence, we strive to uncompromisingly provide the best of services with the best of talents at Vinisha Vision. I solemnly take this opportunity to thank every soul who has stood by me in making this happen with the blessings of almighty.
Reveal commercial link:
Making of the commercial (TVC) “passport ilama foreign ah?” –
The Brain behind “Passport illama foreign ah?: