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Jagran New Media advertiser uses influencers for COVID-19 campaign

By Priyanka Sharma

Jagran New Media

Delhi, India

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Savlon comes from the house of ITC, which has a decades-long legacy of providing the best products in the Indian market. Savlon disinfectants (sprays and liquids) were to be launched in the Indian market and had an inherent need to be communicated in the right way and time.

The COVID-19 pandemic brought many challenges for people, and we as a media house translated these real-life experiences into powerful storytelling.

Jagran New Media wanted to make sure the messaging was introduced at the appropriate time.
Jagran New Media wanted to make sure the messaging was introduced at the appropriate time.

Our content strategy was pinned with well-known influencers from Bollywood and the TV industry. From Aparshakti Khurana to Fatima Sana to Aashka Goradia and more, our influencers told a story and subtly integrated the product into it. They shared their real-life experiences while traveling, managing their households, and much more in the ever-changing COVID environment.

The power of timing

We integrated brand with the right influencer at the right time. The use case scenarios — ranging from travel to grocery shopping to mothers’ concerns and others — were created to engage with the audience. The messages also educated the audience on how to manage each day, and thus bring about a change in their lifestyles, using subtle brand integration. Our message was always customer-first to help leverage their concerns and give them a solutions-based approach.

During the COVID-19 pandemic, Savlon wanted to unite its COVID-centric products under one voice. Our challenge was to create a truly impactful, authentic connection that linked brand purpose — touching lives and improving lives — with the help of various influencers. The campaign was designed to keep consumers at ease, not to scare them or fill them with any negativity.

Spreading the word

Our communication objective was to acknowledge, yes there is a situation and it can be tackled easily by following few precautions. Those precautions were shown being practiced by the featured influencer. Each video’s objective was to answer thousands of queries as to how to be safe in current times.

The campaign showed influencers using Savlon in their daily routines.
The campaign showed influencers using Savlon in their daily routines.

We leveraged both Jagran’s and each influencer’s strength to create a space in the minds of the consumer and educate them and bringing about a change in their lifestyles. Using subtle positioning of the Savlon brand as the chosen product helped drive home the first-mover advantage.

About Priyanka Sharma

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