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/2020/04/08/bajaj.jpg?itok=xCrcf0oR
Bajaj Allianz salutes COVID-19 warriors with a compelling video

MUMBAI: The current global COVID-19 pandemic has affected each individual at multiple levels and in various ways across the world. People are seen battling it in hospitals, through self-isolation and in quarantine. But there is an army of people working selflessly to keep them safe - the doctors,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/sharechat.jpg?itok=Duau3-Bt
ShareChat takes brands regional with language-first campaigns

MUMBAI: ShareChat, India’s own social media platform, put forward a strong showcase of its regional capabilities, especially in tier II, III and IV cities. Since the inception of its advertising-led monetisation in September 2019, ShareChat is driving new internet audiences from over 800 cities in...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/axon.jpg?itok=wpb_Eoe3
TOI, Dainik Bhaskar launch initiative to counter fake news menace

MUMBAI: The Times of India Group, along with the Dainik Bhaskar Group, has launched an initiative titled, Kaun Banega, Kaun Banayega, which is a series of films to highlight the fake news malaise in India and educate readers on the importance of reading the newspaper. Two films out of the seven-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/admitad.jpg?itok=z7l4Z3j1
Admitad launches support helpline for advertisers during COVID-19 pandemic

MUMBAI: Admitad has launched a support hotline for advertisers to combat declining sales and demand in the current crisis. The support hotline is intended to provide assistance to advertisers and mitigate losses caused by the COVID-19 pandemic. Named Black Swan, Admitad’s support hotline aims to...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/doctors.jpg?itok=SUmQsz6I
#ARM Worldwide COVID19 campaign, #WorkForDoctors served more than 10000 doctors, India Post to support it

MUMBAI: #ARM Worldwide, a Gurgaon based digital marketing & communication consultancy in support with a global wearable technology leader, Huami Amazfit has launched #WorkForDoctors campaign to help hospitals across India with necessary hygiene essentials supply. The company earlier has...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/kellogs.jpg?itok=oPOrIPSP
Kellogg's brings delicious twist to the breakfast table with 21 lip-smacking recipes for 21-stay-at-home days

MUMBAI: Kellogg’s, India’s leading breakfast cereals brand, is helping parents table breakfast with an innovative twist, through its all-digital ‘21 Days 21 Recipes’ campaign. Backed by the findings of a real-time consumer research, Kellogg’s identified that parents are faced with a task of having...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/NART.jpg?itok=hbmNLqz5
COVID-19: How affirmations can help deal with work from home

At a recent workshop on “How to develop Harmonious Relationships”, my wife, Narayani, and I used a pendulum to demonstrate the power of thoughts, both, positive and negative. We invited a volunteer from the class to come up and sit on a chair facing everyone. Narayani placed the pendulum a few...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/the-ad-club-bangalore.jpg?itok=DVUMBEcL
Advertising world should re-strategise business now to sustain the impending economic blow

NEW DELHI: The ongoing global lockdown prompted by the deadly COVID-19 has pushed the world economy off a cliff, with even the most developed nations staring into an impending dark phase of recession. The Indian economy, which was already dealing with certain setbacks, is also going to be hit...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/britannia.jpg?itok=d3bIk0nI
Britannia partners with Dunzo for doorstep delivery of food essentials

MUMBAI: Britannia Industries has partnered with on-demand e-commerce platform Dunzo to deliver all its products in this unprecedented situation. Customers can avail Britannia products through the Dunzo app in under an hour of ordering from the ‘Britannia Essentials’ store.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required