Marketing Confetti by Jasginder Singh

Mumbai high on Guerrilla innovation
Tuesday, August 07, 2007

This is one area that always catches my attention and my awe, came across this new campaign which came out to be pretty old (2006 infact).

An entry in a club is clubbed with an ink stamp to identify a proper entry. Now (according to reports) Marriott's nightclub Enigma in India wanted a low-budget campaign that cautioned their patrons against drinking and driving. They replaced the simple logo stamp with a call-a-cab number and a reminder against drinking and driving. Not only did the cab company receive approximately 30 calls a night, the exercise generated such strong word-of-mouth that it was taken up by the Mumbai Police and has now been adopted by several other clubs in the city.

(Credit: Art Director: Sanket Pathare, Copywriter: Sonal Chhajerh)

Then there was another campaign by a restaurant named Spar by placing artificial clams on the beaches of Mumbai. When you open thhe clams there´s a text inside saying: " Looking for seafood? Spars Seafood festival" The campaign is again quite old :)

Credits

And lastly i would like to point this Bloody Coasters campaign. These Bloody Coasters (for Mumbai Traffic Police) were printed using a special invisible red ink, wich spreads only when moistened. They were placed at tables and bar counters in Mumbai’s prominent bars and watering holes. When a customer places his frosted, moist glass of alchohol on it, the red ink starts spreading; and the normal face starts bleeding.
Alongside, the message reads: Just a reminder: Drunken driving kills.