Page 73 - The EDIT | Q1 2017

Ideas
Behind the scenes of ‘Kheloge Toh Jeetoge’
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Tell us a bit about yourself and what you do at PHD.
I am a sales and marketing professional, with experience in consumer marketing and B2B marketing at Vodafone India and business development in SE Asia. In my current role, I lead all Mobile Marketing and Innovation across all Hindustan Unilever brands as well as driving mobile innovation. I have been with PHD for 3 years now and I don’t regret a second! Technology is my first love and I find it exciting to create winning ideas that leverage technology and consumer trends to achieve a brand’s marketing objective.
Can you describe the process behind coming up with the idea?
In India, 60% of consumers
do not open doors for Home
to Home (H2H) promoters/ marketers and those who do are quite disinterested in hearing a sales pitch. Home to home (H2H) marketers are seen as pesky
and as an intrusion on privacy by consumers. So the client was obviously worried about the performance of the promoters — considering the high costs too!
It was important to create an opportunity for a meaningful engagement between the promoters and the consumers, and so began our hunt to understand the challenges and the opportunities with this sales channel (H2H). This gave us some very interesting insights which led us to create ‘Kheloge toh jeetoge’- first of its kind Mobile IVRS based game board which combined online and offline to create a truly
immersive experience for the consumers. It was a super exciting process for me and everyone working with me on this project!
Why do you think the idea will win?
Well, I hope it does! I believe the idea is different and unique for several reasons:
• It is really a first of its kind integration between a physical game board and IVRS technology
• It is a focussed consumer journey ensuring consumer engagement till the end of the games
• It is reaching out to the H2H audience in a unique way, overcoming the challenges this audience brings with it
• It is shifting focus from selling products to promoting a game and through that the idea is marketing products in a fun way
What was the driving insight behind the idea?
It was probably two insights — the first one was that afternoons are ‘Me-Time’ for housewives or home-makers, however they have limited sources of entertainment. The second one was that their mobile is her key means to stay connected — but it is restricted
by constant recharges. So while she loves to use her mobile phone to stay in touch with her friends and family, but depends on her husband to get talk-time recharge.
Looking back, what was the key moment in developing the idea – why was it so crucial?
The thought of integrating classic
games such as Snakes and ladders, Housie, etc. by bringing them
alive through engagement over the mobile phone was the driving force. The key moment was when we successfully (and seamlessly) integrated brand messages into the game. This helped to establish a connection with the consumers and them liking the games.
On that note, I also want to thank my ex-colleague Jude Pinto who was the driving force behind this idea. His contribution was key to the success of this campaign.
What do you do to stimulate your own personal creativity?
I firmly believe in the quote from Malcolm Forbes — ‘The best vision is insight’. In other words, uncovering insights is critical in what we do! I’m also curious by nature, which gets me to keenly observe trends and constantly gather insights and learnings to then leverage what I know about technology. I find it very exciting to find meaningful ways to merge the two to create winning ideas.
What advice would you give
to PHDers looking to enter upcoming PHD’s Light Awards?
Light Awards is such a fantastic platform for PHDers to showcase their thinking and their work — and to learn from the best in the business across the network. So just go ahead and give yourself and your work a chance to be recognised!
Shevaita Handoo PHD India
THE EDIT ISSUE 05 | Q1 2017