Duracell Ultra is the market leader in the battery category in India, however many people still use zinc batteries. The main marketing challenge was to drive the claim that Duracell, an alkaline battery, is more powerful and lasts ten times longer than any ordinary zinc battery. Research had shown clearly that consumers perceived this claim to be unreal, even though it was a proven fact through laboratory research. The target was a 20% increase in brand awareness.
Urban audiences residing in burgeoning metros like Mumbai and Delhi were the target audience for this campaign. However, this audience was being targeted for many consumer products and all traditional means of targeting them were used and reused by many brands. Duracell had to catch their attention innovatively, when they least expected it and clearly communicate the power that Duracell promised.
To target the consumer the brand decided to launch Duracell Powered Auto Rickshaws. Auto rickshaws have the same colour coding as that of Duracell batteries, copper and black. Images of Duracell batteries were superimposed across the fuel tanks, located on the back of the vehicle and carried the message, 'Powered by Duracell. 10x Stronger'. This created an illusion that the auto rickshaws were actually being powered by Duracell batteries.
Over 2000 auto rickshaws in Mumbai and Delhi were branded for this campaign, exposing the on-the-go audiences in these cities to the image of Duracell-powered autos.
Top of mind awareness shot up to 33% from 8% amongst the relevant target audience.
16% surge in sales Mumbai and Delhi.
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