South Indian jewellery brand Joyalukkas and Havas Media Network India devised a campaign for this year’s Pongal festival, one of the most preeminent celebrations, which was observed on January 15, 2024. The campaign leveraged the influence of mass media to engage with individuals on this auspicious occasion.
The Havas Team devised a strategy to make Print – a mass media, talk individually to each customer resulting in an unparalleled innovation and experience. Drawing from Joyalukkas’ customer base in Chennai, a select group of more than 500 households were identified. The agency partnered with Dinamalar Tamil newspaper, and custom created the newspaper featuring shortlisted customer names on the front page, wishing them with ‘Pongal greetings’. The distribution of these customized newspapers presented a logistical challenge, given that the selected names were scattered throughout the city. This challenge was effectively addressed by assigning each area to a delivery personnel well-acquainted with the locality. The Dinamalar team, sporting bespoke T-shirts, commenced the delivery process throughout the city.
In the early hours of January 15, the personalized newspapers were printed and dispatched to their respective destinations in eco-friendly packaging. To enhance the personalized touch of this initiative, freshly prepared sweet Pongal was also included. 48 delivery personnel were entrusted with the responsibility of delivering the newspapers within a 2-hour window, covering a total distance of 500 kilometers.
Expressing his delight over the success of this unique campaign, Baby George, CEO, Joyalukkas, remarked, “Joyalukkas has consistently distinguished itself through exceptional designs and commitment to quality, keeping our customers—our most valuable asset in mind. This inventive campaign pleasantly surprised them, bringing added joy to their Pongal celebrations. We are pleased to be the conduit for adding special moments to their lives. We truly appreciate the efforts of the Havas Media India team for the campaign’s successful execution.”
“We believe in the power of media and medium in delivering impact that lasts”, said Mohit Joshi, CEO, Havas Media Network India. “Customers are increasingly looking for brands with meaningful actions nowadays and we are persistently working to align our strategies with this expectation. This campaign stands as a remarkable testament to the collaborative efforts of the brand and agency teams” he added.
The personalized campaign resulted in an overwhelmingly positive response from customers who were deeply moved by the thoughtful gesture.
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