
Shadows
Heinz India Pvt Ltd
Issue 5 | July 2008
Agency
Leo Burnett India
Creative Team
K.V. Sridhar;Harshad Rajadhyaksha;Kaushik Mitra;Vikram Pandey;Nikhil Waradkar ;Avadhut Hembade;Nutan Sooda
Production Team
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Other Credits
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Date
May 2007
Background
The aim of the campaign was to reinforce the core brand message 'Complan: Extra growing power'.
Idea
Shadows fascinate kids. On the basis of this knowledge, Heinz India and Leo Burnett carried out a simple activity in the vicinity of schools, parks and shopping malls. They covered a wall with a backdrop that had a height chart and Complan branding. In front of this backdrop, a light was placed at ground level. When children came to check their height they could also see their shadow on the Complan backdrop. Due to the ground level light, as the child moved towards the source of light, the shadow on the backdrop grew larger. This created excitement amongst kids and their parents, re-emphasising the core brand message 'Complan: Extra growing power'.
Results
Charmed by the shadow formation, children would come with their parents and spend hours playing in front of the Complan backdrop. Preliminary estimates indicate that sales of Complan in the nearby outlets have risen by almost 12%.
Target Audience
Mothers and growing children
Size
The campaign was run locally in Mumbai.
Our Thoughts
Confucius knew a bit about direct marketing. He wrote: “Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll understand.” Clearly, there are some Confucians in Leo Burnett’s Mumbai office because this simply couldn’t fail to involve any passing child and let them and their mums know they’ll grow up big and strong with Complan.