Branding rickshaws as “powered by Duracell” created an on-the-go message for an on-the-go audienceOur strategy was to transform India’s Auto Rickshaws into an unmissable message for Duracell Ultra.In Mumbai and Delhi we revamped more than 2,000 rickshaws, turning them into Duracell powered transportation.In a media first, we superimposed images of Duracell batteries across the fuel tanks of autos, which are located on the back of the vehicle. The supporting message read: ‘Powered by Duracell. 10x Stronger’.

The effect was to create the illusion that these autos were actually powered by DuracellThe ubiquity of our message ensured we reached our on-the-go target audience. Commuters in both cities (which suffer from impressive traffic jams during peak office hours) could not miss the innovation.We created an on-the go message for an on-the-go target audience to drive sales of Duracell Ultra – the perfect power source for on-the go devices.

Awareness rose by 240%. Sales by 16%Our on the go messages drove massive increases in awareness and sales:Top of mind awareness increased by more than 240% to hit 33% (60% ahead of our campaign target)Sales in Mumbai and Delhi surged 16% during the campaign.