Nihar Shanti Amla devotes 5% of its profit from the sales proceeds of each bottle towards education of children. The idea was to acknowledge the contribution of wholesalers towards educating underprivileged children by gratifying them with personalized dealer boards and certificates & making them feel more connected to the initiative.
Two phases of this campaign has been successfully executed by Anugrah in Chhattisgarh, Madhya Pradesh & Rajasthan. Activity was completed in 2 legs. In first leg the team met wholesalers, explaining them about the campaign and thanking them for their contribution in the initiative. Wholesaler's photograph was taken in a specific manner by professional photographers. These photos were then adapted into a specially designed personalized dealer board creative. The dealer board creative appeared like a blackboard & the font used was chalk font to connect it with the campaign background. Each board had name of the dealer mentioned along with the number of kids he had impacted.
In the second leg of the activity, personalized dealer boards were printed and installed at the respective wholesaler. The wholesalers were also given appreciation certificate by the brand.
Won Gold in the category 'Best Marketing Spark' at the XVth Annual Marico Marketing Excellence Awards. The award recognised unique and innovative ways of doing things.