As a part of its CSR initiative, Mayfair Spaces, Vadodara’s leading real estate developer, wanted to convey a strong message on water conservation. As a responsible corporate they wanted to do a long-term campaign, which reaches across every demography.
Our pre-campaign dip stick survey revealed that hammering of the message through serious ads was only appealing to a small, more aware section of society. This led us to the insight that to reach out to a much wider audience we needed to bring this serious issue through a campaign that passed the muster of being a socially relevant, yet refrained from sounding preachy.
We zeroed in on a route for the campaign through the most common uniting factor for every Indian – Bollywood. The core idea of the initiative of 'save water' campaign is to employ a Bollywood movie title and draw the reader’s attention towards water conservation. Without trivializing the issue, we executed a series of press ads and hoardings at strategic locations and a leading English Newspaper.
Besides communicating the message, the campaign also created a strong association of Mayfair as a responsible corporate brand.