HLL's 'Ek Din Ka Raja' promo gets kudos from PMAA

MUMBAI: A million participants for a contest and now an award. Hindustan Levers' Ek Din Ka Raja (EDKR) contest for its Kwality Walls brand of ice cream has bagged the 'Best Promotion Campaign in India' award at the Promotion Marketing Awards of Asia (PMAA) in Singapore, after having logged in one million participants for the contest.

The FMCG's biggest ever consumer promotion kicked off in March this year and elicited an enthusiastic response from consumers in a season which anyway clocks a record consumption of ice cream. EDKR also won two more awards at the Asia level - a Silver for the "Best Idea or Concept" and a Bronze for the "Best use of Direct Marketing". According to an official release, 97 campaigns from Singapore, India, Philippines, China, Japan, Taiwan, Thailand and Korea were shortlisted for the final judging, which took place on 19 July in Singapore.

The Ek Din Ka Raja promo entitled up to 10 lucky consumers to spend Rs 10,00,000 in a day's shopping with their family in Mumbai. They could choose to spend on consumer goods like cars, home appliances and furnishings but all within 24 hours, says the release. Consumers had to buy Kwality Wall's range of products with every pack printed with a certain number of points. Consumers had to collect wrappers / lids upto 150 points to be eligible to participate in the Ek Din Ka Raja promo. A scratch card entitled a million consumers to prizes, the grandest of which was the EDKR bumper draw.

The company used the media effectively by tieing up with Sony Television and Indiatimes.com, says the release. As part of these tie-ups, the consumers got to play Ek Din Ka Raja even if they missed out while "scratching". In addition, the copmpany claims to have contacted over half a million consumers directly as part of its extensive consumer contact programme.

The company says this promotion helped enormously in launching the Power Brand, Kwality Walls, as part of a brand focus exercise.

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