India Dega Aashirvad|海报/平面|广告营销案例【ADGuider广告指南】

印度德加 · 阿沙尔瓦德

案例简介：为什么这项工作与媒体相关？印度德加 · 阿希尔瓦德 (Dega Aashirvad) 倡议旨在通过赋予数百万印度人以不同的方式看待受人尊敬的婚礼习俗，并通过这样做来帮助数千人生活在贫困中。这项倡议恳请印度人参加他们都熟悉的神圣活动 -- 婚礼仪式。利用婚礼仪式和活动作为推动行为变化的工具，影响生活在贫困条件下的数百万人的生活，这使得这项工作与媒体类别相关。背景印度是一个以维护其神圣传统而自豪的国家。每年举行超过1000万场婚礼。大米是每个婚礼仪式中极其吉祥的一部分。每一位参加婚礼的嘉宾都要给新婚夫妇淋浴，作为他们祝福的象征。每场婚礼至少使用2到5公斤的大米，加起来每年总共20到5000万公斤。一淋，这米就被卷走扔了。在这个印度，每天有1.95亿人营养不良，每天都在寻找食物。描述创造性的想法/见解 (投票的30%) 印度Dega Aashirvad是一项倡议，旨在通过一种简单的方式维护这一神圣传统，同时帮助数百万人生活在贫困中。我们创建了特殊的包，每个包都装满了一小撮米饭，可以分发给婚礼的客人，而不是一个装满米饭的拳头。因此，让客人可以选择要么淋浴包中的少量大米，要么只是触摸包作为他们祝福的象征。订婚的夫妇、家庭或婚礼策划人可以登录www.indadegaashirvad.com，在那里提供这些包，以换取在婚礼期间用来淋浴夫妇的米饭。精选的包送到婚礼会场，并将所得回报的大米变成给弱势群体的饭菜。未打开的包也被收集并保持流通。描述策略 (投票20%) 因此，我们决定从接触国内最受欢迎的婚礼策划者和场地开始。鼓励他们提供这些包作为他们的婚礼套餐中的可选用品。他们通过登录网站，选择与参加婚礼的客人数量相等的包，鼓励夫妇和他们的家人成为这一运动的一部分。作为回报，他们不得不捐出购买的大米，放在一边，待在一旁淋浴，作为仪式上祝福的象征。预购的包随后由印度门巴斯玛蒂饭 (India Gate Basmati Rice) 送到婚礼会场，捐赠的大米则交由供养印度。是谁把饭变成饭菜，分给贫困阶层。描述执行 (投票的20%) 总共创造了4个包装设计，从标志性的符号中汲取灵感，这些符号涵盖了印度不同地区的文化和传统。每包都装满了象征性的大米，背面都有一个强有力的信息，恳求婚礼的客人理解这一习俗的含义。同时也鼓励他们以一种独特的方式祝福新婚夫妇加入运动，让他们成为礼仪仪式的一部分，并同时帮助需要帮助的数百万人。在indidadegaaashirvad.com上，一项特殊的计算确定了多少大米夫妇或家庭必须捐赠多少，以换取他们想要的数量的包。该网站允许他们在婚礼场地的位置下订单，并给出可以收集未使用的包的日期。列出结果 (投票30%) 在短短两周内 -144婚礼登记在短短两周内 -10,000承诺不淋浴大米 -价值2000000美元的媒体收入 -超过1500公斤.收集的大米 -向贫困阶层提供了7500顿饭 -这个国家离成为一个没有饥饿的印度更近了一步

印度德加 · 阿沙尔瓦德

案例简介：Why is this work relevant for Media? The India Dega Aashirvad initiative aims to bring about behavioural change by empowering millions of Indians to look at a revered wedding custom differently, and by doing so, helping thousands living in poverty. The initiative implores Indians at a sacred event they are all familiar with, the wedding ceremony. The use of a wedding ceremony and event as a vehicle to drive behavioural change that impacts the lives of millions living in underprivileged conditions makes this work relevant to the media category. Background India is a country that prides itself in upholding its sacred traditions. Over 10 million weddings take place every year. Rice is an extremely auspicious part of every wedding ceremony. Every guest who attends the wedding is given a fist full of rice to shower upon the newlyweds as a symbol of their blessing. At least 2 to 5 kilograms of rice are used at every wedding, adding up to an annual total of 20 to 50 million kilograms. Once showered, this rice is swept away and thrown. In this same India, 195 million people are left undernourished and struggle to find food every single day. Describe the creative idea/insights (30% of vote) India Dega Aashirvad is an initiative to empower millions across the country with a simple way of upholding this sacred tradition while helping millions living in poverty. We created special packs, each filled with a pinch of rice that can be distributed to wedding guests instead of a fist full of rice. Thus, giving guests a choice to either shower the small amount of rice in the pack, or merely touch the pack as a symbol of their blessing. Betrothed couples, families, or wedding planners can log on to www.indiadegaaashirvad.com, where these packs are made available in exchange for the rice that would otherwise be used to shower the couple during the wedding ceremony. The selected packs are delivered to the wedding venue, and the rice collected in return is turned into meals for the underprivileged. The unopened packs are also collected and kept in circulation. Describe the strategy (20% of vote) So we decided to start with reaching out to the most sought after wedding planners and venues in the country. Encouraging them to offer these packs as an optional offering in their wedding packages. They encouraged couples and their families to be a part of this movement by logging onto the website and selecting their choice of packs equalling to the number of guests attending the wedding. In return, they had to donate the rice purchased and kept aside to be showered as a symbol of blessing during the ceremony. The pre-ordered packs were then delivered to the wedding venue by India Gate Basmati Rice, and the donated rice was handed over to Feeding India. Who turned the rice into meals and distributed them to the underprivileged. Describe the execution (20% of vote) A total of 4 pack designs were created, drawing inspiration from iconic symbols that encapsulate the culture and traditions of the different parts of India. Each pack was filled with a nominal amount of rice and had a powerful message on the back that implored wedding guests to understand the implications of this custom. While also encouraging them to join the movement by blessing the newlywed couple in a unique way that allowed them to be a part of the ceremonial ritual, and help millions in need at the same time. On indiadegaaashirvad.com, a special calculation determined how much rice couples or families had to donate in exchange for their desired number of packs. The website allowed them to place their order, in the location of the wedding venue, and give a date for when the unused packs could be collected. List the results (30% of vote) In just two weeks - 144 wedding registrations in just two weeks - 10,000 Pledges to not shower rice - $2000000 worth of media was earned - Over 1500 kgs. of rice collected - 7500 meals were served to the underprivileged - The nation came 1 step closer to becoming a hunger-free India