Eveready wanted to do a regular DM (something like a diary or a watch preferably) claiming the obvious, ‘Eveready batteries last forever.’ The brief was not to see an immediate hike in sales but to earn some brand loyalty.

Coincidentally, the brief came in during the Indian wedding season (October to December) so we came up with a creative that related the longevity of these batteries with the marriage itself.

The Activity:We teamed up with 13 major wedding cake shops across the town.Our DM was sent with the cake and placed right next to it at the ceremony. The couple opened the box to find a snow globe with an old couple inside it.The message read, ‘Long Lasting Batteries’, and as it was switched on, the old couple danced to the music.

About 2,000 of these snow globes were distributed. It was a huge hit. Some of the couples even got themselves photographed with it. The line which read, ‘Long Lasting Batteries’ was popularly suffixed by the phrase, ‘ek lambe saath ke liye’ (which means ‘For a lasting relationship') by the people.

The client got ‘Thank You’ calls and emails from more than 20 percent of these couples. The client said that people had started recalling the brand and the retailers are reporting higher consumption compared to other brands.