|Problem/ Opportunity||Santro’s tall-boy design was a hit with the men, but women still shied away from it, going in for other alternatives.|
|Key Insight||On conducting a survey among the TG, it was inferred women per se were paranoid when it comes to backing up or while parking at a specific slot.|
|Creative Idea/ Strategy||Combining the various prevalent features in Santro such as, better all round view, easier maneuvering, greater clearance, etc., we made the Santro seem women-friendly.|
|Execution||Using Sharukh Khan’s image all the more helped in attracting the attention of the womenfolk followed by an exclusive campaign in women’s magazines.|
|Result||Santro’s women buyers jumped to about 5% of the overall sales from almost level zero.
The success of the idea led the client to rope in a female celebrity to endorse Santro along with Sharukh Khan and also implement the campaign on a nationwide basis