Fa HugMail. India’s first national courier service for hugs. A free delivery system that enabled women to send hugs to each other by buying a Fa deodorant. We provided this service to women, as a purchase incentive via multiple channels. First, to women who purchased Fa deodorant at retail stores, or our kiosks at multiplexes, offices and colleges. We recorded their details and the details of the woman they’d like to hug. A team of women from Fa went and hugged the intended recipients at their doorstep. Each recipient was then offered a chance to send a hug to someone else by buying a Fa deodorant, starting a domino effect of purchases and hugs and virtually turning every Fa hug delivery girl into an alternate channel of distribution.

From the responses at the touchpoints, the promotional activity created resonance for the brand. By creating a unique buying experience, we delivered the brand’s point of view in a meaningful way that translated into 4.56% of annual sales in a week. A week that also saw 2,313 hugs being delivered to an equal number of pleasantly surprised women.