In a campaign to promote its services, VLCC is targeting children through a countrywide contact program, encouraging them to greet their mothers with VLCC cards and vouchers.
PDM bagged the mandate for the on-ground activation as part of the Mother’s Day campaign following a multi-agency pitch. Sanjay Shukla, National Head- Brand Activation, PDM India, said, “We are happy to have VLCC as a client and this new project opens up avenues of business with the brand. We will look to having a sustained association with them.”
On the scale of the activity, Shukla said, “We will be reaching to children through a contact program in 250 schools and 300 other touch-points across cities in India.”
The activity will involve promoters interacting with children on an emotional level, talking to them about their mother. VLCC has created greeting cards for Mother’s Day for children of different age groups. One of the cards had a picture, in which the child can color in himself / herself. Another card (for older children) provides space for the child to rate his / her mother. The card also flips over to disclose certain free services the mother can avail at a VLCC outlet.
The contact program will cover eight cities across India: Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Chennai, Pune and Chandigarh. Shukla added, “We intend to distribute up to four and half lakh cards through this activity. The client has also done a similar activation in Dubai which had seen much success.”