MUMBAI: To normalise the use of contraceptives and promote the importance of planned pregnancy, Logicserve Digital has created a one-of-a-kind digital campaign for Mankind Pharma’s Unwanted21Days.
The quirky campaign is surrounded around the one pressing and intrusive question that most newly married couples in India are often bombarded with—“When is the Good News?” or “Munna Kab Aayega?” While expecting a baby is a magical moment for the parents, such unwarranted questions at social gatherings can hit like an alarm and make the situation awkward. Considering the sensitivity of the subject, Unwanted21Days and Logicserve Digital took a creative route of presenting an engaging story (with a folksy tune and earthy lyrics) to reinforce a sense of privacy and independence in the minds of the consumers.
Mankind Pharma assistant general manager Joy Chatterjee said, “Raising awareness amongst the audience while also conveying a message on a sensitive topic in a creative way was of paramount importance to us. Leveraging an insight that was easily relatable and using it in our communication to highlight the importance of planned pregnancy was a brilliant thought. Team Logicserve Digital did a fabulous work of cracking this unique piece of content for us that has the potential to travel on its own.”
Commenting on the uniqueness of this campaign, Logicserve Digital VP-creative Manesh Swamy said, “When we started working on this campaign, our focus was to educate and empower the audience in the simplest way without being intrusive. Hence, we thought of creating a powerful communication tool involving a captivating tune that lingers in the mind. That’s how #MunnaKabAayega was born. The idea was consumed well by the audience and effectively conveyed the brand message of ‘Pregnancy jab tum chaho’.”
Logicserve Digital developed a quasi-puppet show, with music and dance as a medium to convey the message to the audience. An animated music video focused on two newly-weds, Faguni and Bittu who are visited by an array of inquisitive relatives was released on social media platforms including Facebook, YouTube, Instagram, and Twitter. The song’s lyrics showcase various scenarios that newly married couples usually land into with relatives and neighbors prying about personal life. The nagging questions are finally put to rest when Faguni and Bittu take a stand and inform everyone that they will have a child when they feel is the right time basis their joint decision.
To create a buzz around the campaign a wedding invite was prepared, along with pre-wedding shoot of the central characters. Recent visitors of the brand page were sent an automated invite upon commenting with the hashtag ‘#FaguniWedsBittu’. WhatsApp stickers were created as well to introduce and highlight inquisitive family members and friends with atypical messages. The folksy approach with traditional music and descriptive narrative helped the brand connect effectively with audiences in tier-2 and tier-3 cities. For the major target audience of the brand from West Bengal and Orissa, the communication was also established in the local language in Bengali and Oriya, respectively to ensure better message delivery.
Post-release of the video, a contest was launched asking the audience to showcase the signature ‘Munna Kab Aayega’ dance step on social media platforms. The campaign was amplified by roping in regional influencers who further propagated the importance of family planning.
The video garnered 149698 views within 24 hours of its launch on social media platforms. With the high engagement rate (0.84 per cent), views (35,73,619), reactions (11,720) and shares (400) the campaign continues to be trending on social media. With a relatable story, the brand rightly struck a chord with the audience and received a definitive answer to the prying ‘Munna Kab Aayega’ question.
