Campaign innovations at it's best!

Brands nowadays go ahead one step further in terms of creating innovating campaigns. The intrinsic need to be relevant and establish a personal relationship with consumers has taken over as the top priority for companies today. Brands are constantly on the lookout for unique initiatives that will capture the attention of their target audience and ensure that they leave a lasting mark on their minds.

Two of the recent innovative campaigns have been from Coca-Cola and Danone.

Coca-Cola India, has come up with an innovative Brrr experience for all their fans and consumers across 18 cities in India. As a part of Brrr activation, Coca-Cola has set up a 35ft (diameter) igloo in Gurgaon covering an area of 30ft by 26ft. The igloo has been kept at a low temperature in this unbearable Indian summer with the help of 9 tonnes of air conditioning using industrial split air-conditioners. It is made up of insulating materials such as heatlon foam carved with brick designs that act as a barrier for ambient heat.

With this initiative, Coca-Cola India is giving its consumers a one-in-a-lifetime opportunity to experience an icy-cold atmosphere this summer. And not just Gurgaon, one can also experience the real Brrr moment across cities like Mumbai, Lucknow, Chennai, Chandigarh, Ahmedabad and many more.

Danone, a dairy company, whips out an innovative initiative for Mumbaikars to Stay Fittum Fit by creating an innovative "Mini Gym' at Mumbai's Bus Q Shelters, to promote healthy active lifestyle.

Strengthening its commitment towards healthy and active living, Danone, world's No.1 fresh dairy company, with a strong health and nutrition product portfolio, has gone a step ahead in organizing a fitness drive across Mumbai. As a part of its "Stay Fittum Fit Campaign', Danone has transformed few bus queue shelter into mini gyms, aiming to garner awareness amongst Mumbaikars on the significance of exercising to stay fit amidst the hustle bustle of their daily life. Bus shelters at Andheri Lokhandwala, Bandra Lilavati Hospital, and Joggers Park have been identified for this on-ground activation, with maximum footfalls.

Beginning first week of April, Mumbaikars will get an opportunity to do a quick work out session at these mini-gyms, while they wait for their respective buses. Additionally, to further the message of healthy living, Danone yummy yoghurts are being made available to the people at these prime locations.

Speaking about this innovative initiative, Swati Jain, Head- Marketing, Danone said, "As a company, we care about people's health and well-being and want to make a positive difference in people's lives, both physically and emotionally. We aspire to provide workable solutions that foster an active, healthy lifestyle. Physical activity is vital to the health and well-being of consumers. Just having healthy food is not good enough, but one must accentuate it with a 30 mins work out regularly to stay fit. Through this innovative mini-gym initiative, we aim to reach out to the people asking them to take a break from their busy schedule to do some basic exercise such as stretching, push-ups using the gym equipments. The idea is to inculcate exercise as a part of their daily routine."

Danone as a brand strives to provide nutritious and delicious food that promotes a healthy lifestyle, and the entire brand proposition is best explained by its tagline - "Stay Fittum Fit'. The latest activation focuses on building a stronger connect with consumers who are always on the go and due to time constraints, have started compromising on their fitness. The initiative is to provide solutions that can lead to improved health and reiterate that it is essential to main a positive energy balance for overall fitness and health.

Danone product range consists of Danone plain Dahi and Danone flavored yoghurts (Strawberry, Mango and Vanilla), which promises to be a good source of essential nutrients in each serving.

Additionally, to cater to the health conscious consumers, Danone has also recently rolled out a low-fat fortified plain dahi in Mumbai and Pune markets. Danone range of products provides a one stop shop for consumers for all their daily fresh dairy needs.

Innovation seem to be the key word for marketers this summer. | By Janees Antoo [janees(at)adgully.com]