Comfort | #ChotaStepBadiBaat Digital

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Comfort | Chota Step Badi Baat Campaign - Digital

Launch TVC (Please note this TVC is not created by me and has been listed here only for context setting) This TVC is only digitally optimised by me and my team.

Read below for all info on the digital extension to the campaign.

Digital Extension:

The brand is re-positioned in the non-south markets with the campaign Chota Step Badi Baat. The only challenge the brand faces is that the product category is not well established in the country and therefore awareness of the product usage is the key task. Therefore, while the TVC does the task of brand awareness, digital has a key challenge to educate it's users into knowing exactly how to use the product.

India, owing to its wide consumer base, uses many ways of washing clothes. Thus, this simple and chota step of adding one cap of Comfort to your laundry routine can be complicated. Thus, we used the universe of the TVC i.e the actors and created ads that explain how to use this fabric conditioner, no matter what the method of washing. The idea of using the universe of the TVC was to get consumers to view the main commercial by way of push communication to see the first messaging from the brand and later pull them into viewing the digital educative videos to know more.

These digital ads gained 100% organic viewership and the task at hand was solved for successfully as all analytics pointed to drop out rates after the point of gaining the information of 'where to put the one cap of Comfort.'

This campaign became a case study for the successful re-positioning of a brand whilst building brand awareness and educating consumers about a product category at Hindustan Unilever; all by using the power of the right mediums.

Video to highlight that Comfort is suitable for all types of clothes.

Bumper Ad

Using key consumer behaviour patterns to draw parallels with the usage of the brand.

This video uses the analogy of (the TG being used to the routine of) using hair conditioner after applying shampoo to drive familiarity with the same pattern of Comfort fabric conditioner to be used after detergent wash.