Volini #Patontheback : One of my best Campaigns from my agency days

A couple of years back I was heading the mandate of looking after a couple of OTC brands’ social/digital presence in the Ranbaxy business ( Now Sun Pharma ). This was the early days when social media was mostly just a check in the box.

One of the brands I was working on at this point was Ranbaxy Volini - an OTC pain reliever product, and we were asked to come up with an idea to celebrate women's day. a simple social media campaign!

We went back and had a couple of brainstorming sessions with the team and came up with the idea os - #patontheback

The concept was simple, let’s thank the women in our lives by giving them a #patontheback for everything they are.

We went back to the client and presented the idea in terms of a social media app which will let users pick their female friends from the list and send pats.

We also presented the integrated options in terms of this campaign could be expanded to other channels and were trying to upsell them to do more.

They did not bite initially but they fell in love with the idea anyway. So we were asked to develop the campaign and the social media app, while their main line agency was asked to plan a print campaign in conjunction.

a full-page ad in the times of India to support a social media campaign was the result.

apart from the idea, the ROI it created for the client who used the idea for continous 5 years or more, the most exciting thing for me is how the campiagn idea became the brand’s mainline communication messaging.

#patontheback was the brand’s main messaging with below TVC