MAM

Welspun launches digital campaign on water crisis

The campaign is rolled out using digital ad banners which shows the groundwater levels

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/13/welspun.jpg?itok=XrZsu8b1

MUMBAI: Welspun India Limited’s domestic brand, Welspun, has recently launched an innovative digital campaign to raise awareness around the decreasing groundwater levels across the country. The campaign is rolled out using digital ad banners backed by unique API integration, which shows the residents, the groundwater levels in their city on a real-time basis alongside highlighting Welspun’s range of reversible bed sheets that save up to 40 per cent of water during washing.

NITI Aayog’s recent report highlights that the groundwater levels in some of the biggest Indian cities have fallen significantly. It states that the reasons for the rapidly depleting water supply across cities include increased urbanization, climate change and weak infrastructure. In the absence of proactive measures towards water conservation, 21 Indian cities are estimated to be on the brink of running out of groundwater in 2020. Taking cognizance of this, Welspun has launched an impactful campaign to shed light on the water crisis faced by the country.

The innovative ad banners are served to users showing them the real-time groundwater level of their respective cities. They are curated using a specially designed API that allows the groundwater level data to be pulled from the official source and incorporated in the banner concurrently. The banners will also display Welspun’s two-in-one bed sheets as one of the immediate solutions to conserve water thereby urging consumers to do their bit.

The campaign is currently live in Maharashtra, West Bengal, Kolkata, Kerala, Jharkhand and many more regions where the groundwater levels are severe.

Welspun India Limited CEO domestic retail business Manjari Upadhye said, “Sustainability at Welspun India is not just a component of our business philosophy, but is also an ethos embedded in every aspect of our value chain. Taking cognizance of the depleting groundwater levels across the country, we have launched a digital campaign that adopts an innovative approach to sensitize the citizens about the prevailing water crisis. The API integrated ad banners not only give a real-time update on the city’s groundwater levels but also urges people to take a small step towards water conservation by using Welspun’s two-in-one bed sheets that saves 40 per cent water while being washed.”

FoxyMoron media director Umesh Shashidharan said, “Using the API, we are making customers understand the criticality of the situation and enabling them to take action by providing a product which does make a difference. It works best for the brand as the education about the water crisis and integration of product is happening seamlessly. All this was also backed with customized and automated programmatic targeting.”

“We hope Welspun’s efforts to bring awareness, are enabling much necessary change towards water conservation,” he added.

Through this campaign, Welspun has reached more than two million users so far and is witnessing a click-through rate of 2.4 per cent, which is four times higher than 0.50 per cent industry average for mobile banners on programmatic.  Users who are in the critical ground water level zone have engaged 28 per cent more than those users in moderate and good ground water level zone.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/uber.jpg?itok=M803U92u
Zomato acquires Uber India’s food delivery business

MUMBAI: Online food delivery app Zomato has acquired Uber’s food delivery business, Uber Eats, in India in an all-stock deal. According to media reports, the acquisition was carried out at a value of $350 million ( Rs 2,485 crore). Moreover, Uber has got almost 10 per cent stake in Zomato. Post...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/barbeque.jpg?itok=W2cMTBzE
Barbeque Nation launches customer loyalty program, ‘Happiness Club’

MUMBAI: Barbeque Nation, India’s leading casual dining restaurant chain, has announced the launch of its customer loyalty program, ‘Happiness Club’, on the occasion of its 14th anniversary. The program allows diners to accumulate points and avail exciting offers, to make their dining experience at...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/network.jpg?itok=LIznLbdA
Network18 & Diago India launch #Thankyoupolice campaign

MUMBAI: Diageo India and Network18 acknowledged the contribution of the Mumbai Traffic Police with the ‘#ThankYouPolice’ campaign as part of the ‘Road Safety Week’ for working tirelessly towards the safety of the citizens, better traffic management and keeping law and order in check.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/tik.jpg?itok=eWYgZ41g
Paytm Insider & Qyuki digital media host 'Epic Fam Jam 2020'

Paytm Insider & Qyuki hosted 'Epic Fam Jam', India's biggest fan festival with popular Instagrammers and Tik Tok creators at JioWorld Garden, BKC, Mumbai. The one-of-a-kind event was aimed at bringing together India’s biggest internet sensations in one place for the first time in India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/tai.jpg?itok=xvqxt83a
WATConsult launches #TrulyYou campaign for Wacoal India

WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN), has launched a new digital brand campaign for its recently acquired client, Wacoal India. Wacoal India is a premium Japanese lingerie brand established in the year 1946 in Japan.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/rub.jpg?itok=yyky8E_7
iProspect India bags paid media mandate of Max Bupa

iProspect India, the digital performance agency from the house of Dentsu Aegis Network (DAN), has won the Paid Media mandate of Max Bupa Health Insurance, a leading standalone health insurance player in India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/mruc.jpg?itok=h-qpSOsI
MRUC adds Andhra Pradesh data to IRS Q3 2019 report

MUMBAI: Media Research Users Council (MRUC) on Monday released an updated report of Indian Readership Survey (IRS) for the third quarter of 2019 that includes data from Andhra Pradesh too. The quarter three report was already published on 27 December 2019 sans Andhra Pradesh’s data in the view of...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/asciii.jpg?itok=6Dj0G5yB
ASCI releases guidelines on award referencing in ads

MUMBAI: The Advertisement Standards Council of India (ASCI) has introduced guidelines for usage of awards/rankings in advertisements effective 1 February 2020. According to a press release, “Consumers are sometimes misled into believing that an award or ranking which is given to a brand, product,...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/subway.jpg?itok=YkOQwGji
Subway India launches TVC for Chhota Sub

MUMBAI: Subway India has launched a TVC campaign to promote the newly launched Chhota Sub. The TVC revolves around the idea ‘Chhota Sub Khao, Aur Jo Marzi Le Aao’ in an entertaining way.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories