Toxic Relationship With Damp

Dampness is a common problem in many households. No matter how often repairs are made, it returns persistently. People often resign themselves to living with the unsightly appearance of their walls. However, dampness presents a much deeper issue. Various scientific studies from WHO shows it can increase respiratory problems by 30-50%. Research from the US and UK indicate damp walls can negatively impact performance in academic settings and workplaces, can trigger the health issues like tonsillitis, pneumonia, even mental health issues.
While most people are aware of the social embarrassment caused by dampness, many are unaware of its more devastating health effects. The problem is exacerbated by the fact that many people choose to live with dampness rather than addressing it. We had to deliver this cruicial health awareness message during this era of short-attention span with an attention-grabbing brand positioning.
People only view damp as a social embarrassment issue. Many of them repair damp at first but eventually it comes back. So most people compromise with the aesthetic & start living with it.
We resembled this situation with a toxic relationship. The term 'toxic relation’ is a trendy social media term. We used this heavily used term as metaphor to draw attention on this tendency of living in a harmful damp environment without even knowing about it’s severe health consequences.
We created a teaser mimicking a national security message style video which played on TV like a TVC. The video itself was designed to emulate James Moriarty’s billboard takeover videos from the Sherlock Holmes series drawing curiosity about why is Shuvoo talking about toxic relation. We then did PR on this to grab more attention with clickbait headlines.

To draw credibility of the campaign, we did roundtable with renowned doctors on damp related problems creating reels & then launched our 2 TVCs. Each TVC at first seemed like the protagonists were in a toxic relation with their romantic partner leading them to suffocation and wanting to leave home. But it is then, revealed they are in a toxic relation with their damp wall. To portray the detail health consequences of damp, Arifin Shuvoo suddenly appears on the TV screen in their room to portray the detailed health consequences of damp & deliver Berger DampGuard as the solution.
Since children are more prone to diseases, we drew serious attention of parents with our educational banners.

The teaser was premiered in 17 TV channels & interactive banners took over 12 websites. We exceeded the campaign lead generation KPI by increasing sales by 131% and the hotline inbound call rate by 65% with both the TVCs. Through this campaign, we achieved 17 crore impressions, 170,000+ clicks, 3.89 crore engagements, and 4.24 crore reach. Through Facebook, Google, Reachable impression was 75.8M, engagement was 17.6M, CTR was 3.19%