CLIENT BRIEF : Ms. Priti Jadhav is a dietician who wanted to directly reach out to her target group without seeming too intrusive. This was a challenge, because not only were we dealing with a group who were very sensitive about their weight issues, but we were also working on a very modest budget. At the same time,
we were also entrusted with the responsibility of identifying and reaching out to people who are conscious
of their weight.
IDEA : We identified the colourful weighing scales placed on Railway stations as an effective touch point. These weighing scales are popular with millions of commuters travelling by trains every day in India. For as little as INR 2, customers could get their weights printed on individual tickets. We turned these tickets into a visiting card for Ms. Priti Jadhav. We printed these cards in bulk, and replaced the normal tickets with our visiting cards inside 10 weighing scales, continued this exercise once every fortnight.
RESULTS : In our first phase, we printed just 7500 tickets which served for as little as Rs.3500 and operated out of 10 weighing scales at Mumbai's most busy stations, including Dadar, Kurla, Ghatkopar, Mulund and Thane. The week following our activation, Priti received over 450 calls and 326 emails from prospe
ctive clients, which was a whooping 275% increase over previous figures. Clearly, the word had spread. Residents at Thane knew who to call when the weighing scale was tipping the wrong side.
The Innovative Visiting Cards for Dietician Priti Jadhav is an in-book winner and Blue Elephant winner at the 2014 Kyoorius Design & Advertising Awards. It Also had 4 nomination in 2014 GOAFEST and a Bronze.
