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Building a brand
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CavinKare Reality Show saw advertising agencies at their creative best and some walked away with prizes too.
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IT WAS creativity and hard-selling to the fore at the CavinKare Reality Show organised by The Advertising Club of Madras in association with the hair and skin care company, CavinKare at the Hotel GRT Grand Days.
The ad agencies got to work on a real brand from the client, CavinKare. They were given a brief — to re-launch the haircare product `Kanya', which had earlier been withdrawn from the market — and were asked to submit an approach note.
On the basis of the approach note, eight finalists were selected and were asked to explain their strategy and put up a creative presentation to re-launch the product, `Kanya'. The agencies could choose to position `Kanya' as any haircare product.
Rubecon Advertising took home the first prize of Rs. 30,000 for their idea to position `Kanya' as a hair colourant for girls in SEC B and C cities. Their play on the word `kalakkal' to sell the hair colour as a way of life and an attitude, and their ads involving simple, everyday situations and humour were ingenious.
Fidelis was the agency that came in second with a campaign that played on the fragrance aspect of `Kanya' shampoo. With a tagline that went `Did you wash some romance into your hair today?' and ads that played up the theme of romance and relationships, they managed to strike a chord. Instead of focussing on shampoo as an anti-dandruff agent or as an antidote to a hair problem, they played up a specific, value-add property that was just there to make you feel good about using the product — and won themselves Rs. 20,000.
The O&M team won third place and Rs. 10,000 for their version of `Kanya' as hair oil for girls between five and 12 years old.
The teams were given 15 minutes to make their presentations and then had to take questions from the judges, who were C.K Ranganathan and S. Ramesh of CavinKare, Mani Iyer, former head of O&M, Arun Bewoor from International Flavours and Fragrances India and Raghavan Srinivasan of TNS Mode. The other finalists were JWT, TBWA-Anthem, Calai Marketing, Fountainhead and Takewing.
SHALINI UMACHANDRAN
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