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Case Study for Do Ka Dum Campaign for Dhanuka’s Targa Super by Recharge Talent Search 304, 3rd Floor, Vikram Urbane, 25-A Mechanic Nagar Extn., Sch# 54, Indore(MP) 452010 (91) 731 400 99 32 contact@rechargedesigns.com www.rechargedesigns.com Client Review Dhanuka was overwhelmed with the response they got through “Do Ka Dum” and gave us an opportunity to work on few more campaigns for next few years. We are still handing the creative duties for various campaigns for Dhanuka. Some of the products we have worked for are Vitavax, Dhanzyme and Cover (liq) and Caldan for packaging. Challenges Dhanuka was looking to expand its market in rural areas where its competitor had the upper hand. We created a campaign that actually highlighted the product’s specialty, which was previously being targeted as company’s drawback. Major challenge faced was to change the mindset of majority of people towards Targa Super and Qurine separately by targeting various areas of concern.
Solutions For us, it was a mammoth task and we had to be very precise with the activations and creative inputs. However, the key to crack the code lied within few words and we came up with a write-up that served as a concrete base for the entire campaign and helped Dhanuka to achieve its sales target. Results This campaign yielded spectacular results for Dhanuka, they were able to double their sales and revenue. Our customer driven approach has set a benchmark in rural advertising which soon became our area of expertise. Since then we have campaigned for Dhanuka for three consecutive years, this was a breakthrough indeed. Benefits Objective Benefits Establishing product’s superiority over its competitor and other proxy products We portrayed Dhanuka’s two products as specialists instead of highlighting their impact. By this, Dhanuka were able to speed up Targa+Qurine sales Through proper communication, Targa got a positive response from rural customers and the product was accepted open heartedly. Later Dhanuka hired Amitabh Bachchan as its brand ambassador to take this “Do Ka Dum” campaign to another level Through these activities, we were able to distribute the brochures and leaflets which were designed in a way that portrayed Targa above the proxy products. Designing communication plan around “Do Ka Dum Museebatein Khatam Theme” Project demonstration, role plays, interactive games (Dart Board, Dice) etc.
