Saridon has been specialized in providing cure to headaches for generations, but over the period of time “Saridon” has begun to lose its (pehchan) in the market due to other competitor brands. We have realized stress relievers like movies, over the years have become a stress point. Hence we are looking at doing Something with movie associating Saridon around the idea.
Slappies builds an opportunity to let the consumers give something back to the movies that did not live up to their expectation. Consumers were asked to vote against and virtually 'Slap' the worst of the movies through a property 'Saridon Slappies' on a Digital Platform. Each category revealed on daily basis on the web radio show “Raid Carpet” to reveal the winners on an on-ground grand finale night, simultaneously being telecasted live on social media
Digital gave us the platform to allow consumers to actually “slap” i.e. vote for the movies they dubbed unworthy. Since Saridon has been associated with Movie reviews, it was the obvious choice to promote “Slappies” to further fortify our association with bad movies and resultant headache. But, for the first time in the 4 years of association Saridon Slappies had an on-ground finale & a live telecast on web radio and Facebook. We also achieved over a million impressions from various digital variables, while being able to connect with the consumers who were very active on social media and partook in the activity with enthusiasm
For the 4th consecutive year the presenting sponsorship has proven to be a successful association. There was 152% increase in the no. of impressions and 30% growth in the voting phase. The results were at par with the box office performance, showing a live reflection of consumer’s sentiments at large.
Maddies 2017 ( Radio Product Bronze )
