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Everyuth Menz: Well played on OOH

By VJ Media Bureau - June 28, 2013

In order to promote the brand Everyuth Menz, DDB MudraMax organized unique consumer activation program"Play out of your skin” across different cities.

Zydus Wellness Ltd (ZWL) and DDB MudraMax organized an activation with the aim to promote the re-launched men's personal care products range under the Everyuth Menz brand name, which focuses primarily on the skin care needs of Men. Considering the fact that men tend to spend most of their time outdoors and their skin requirements are also very different. Therefore keeping this in mind, ZWL has re-vamped the product line up for the brand in order to more closely satisfy the demanding needs of men. Elkana Ezekiel, Managing Director, Zydus Wellness said, "We at Zydus Wellness keep the consumer in the forefront of all our activation experiences. Today's men do not just want to live a routine life, but also want to have exciting experiences like adventure sport, trekking etc to live life to the fullest. This puts tremendous stress on their skin. Everyuth Menz is a range of high performance products for such men who are "Born to Play”.  With Everyuth Menz,'Play Out of Your Skin' contest we have tried to strike a chord with the consumer by giving them an experience of the product.”
The idea was to promote the product that encourages you to "Go out and Play” without worrying about the effects of the environment on the skin. DDB MudraMax conceptualized a unique consumer activation called "Play out of your skin.” The motive was to establish the new "Born to Play” positioning for the product in a highly cluttered personal care segment and to communicate product benefits by encouraging men to experience the products at multiple touch points.
The activation saw several men indulging into physical challenges like a semi - combat obstacle course, arm wrestling etc and at the same time are told about various product benefits. The shortlisted participants were taken to an outdoor sports destination in Bangalore where they will compete with each other for the grand prize of winning a trip to New Zealand. To support this activation, a thematic on-ground campaign was implemented at various malls across major cities of India including Mumbai, Pune, Ahmedabad, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. A float was also made to tour various places to generate excitement and awareness about the event. Radio City was entrusted with the responsibility of driving the campaign on radio which added to the overall excitement.

Commenting on this, Mandeep Malhotra, President, DDB MudraMax said, "Proud to be working on Zydus. It gives us immense pleasure to work with brands that are connected with real people on ground.”

Adding to this, Samir Vithlani, Associate Director, DDB MudraMax said, "It gives us immense pleasure to extend our integrated services to Zydus Wellness. In this cluttered male youth market eyed by multiple brands in the category, we took the challenge to create a differentiated campaign. The campaign is crafted reaching out to a larger base on ground, on radio and on digital platform. The outcome of the campaign has provided substantial traction for the brand.”

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