In the dynamic landscape of public relations, where creativity and innovation reign supreme, unconventional PR campaigns have emerged as a game-changer. These campaigns defy the norms, challenge the status quo, and leave an indelible mark on the audience’s mind. In this blog post, we delve into the world of unconventional PR campaigns, exploring how they have broken the mold and made a memorable impact, with a focus on remarkable examples from India.
- Fevicol’s Sticky Creativity: When it comes to unconventional PR, Fevicol, an adhesive brand, has undoubtedly left its mark. Their iconic campaign featuring the tagline “Fevicol ka jod hai, tootega nahi” (If it’s bonded with Fevicol, it won’t break) showcased extreme creativity and a dash of humor. From sticking a Bollywood villain to the bonnet of a car to suspending a Bollywood actor mid-air, Fevicol’s PR stunts garnered attention, ensuring the brand’s name stuck in the minds of consumers.
- Dabbawalas Delivering Love: Mumbai’s dabbawalas, renowned for their efficient lunchbox delivery system, stepped into the world of PR with a heartwarming and unconventional campaign. Teaming up with an NGO, they delivered lunchboxes with handwritten notes from supporters to underprivileged children. This act of kindness garnered media attention, showcasing a unique and impactful blend of social responsibility and unconventional PR.
- Zomato’s Quirky Engagement: In a digital age, Zomato, a food delivery platform, took an unconventional approach to engage with their audience. They responded to customer queries and feedback through witty, humorous, and sometimes even poetic responses on social media. This not only provided customer service but also created a distinct brand identity. Their unconventional communication style transformed mundane interactions into memorable engagements.
- Durex’s Punny Play: Durex, a brand that’s no stranger to bold marketing, launched an unconventional campaign that raised eyebrows and got people talking. They leveraged wordplay and innuendos in their ads, turning an often-taboo subject into something approachable, humorous, and relatable. This audacious approach stirred conversations and helped break down barriers around a sensitive topic.
- AirBnB’s “Live There” Campaign: Airbnb’s “Live There” campaign in India focused on encouraging travelers to experience destinations like a local rather than a tourist. They unveiled an unconventional advertisement that showcased diverse Indian homes and cultures. By promoting authentic travel experiences, AirBnB not only grabbed attention but also connected with the travelers’ desire for unique, immersive experiences.
- Dove: For over 18 years, Dove has been working to make beauty a source of confidence, not anxiety. They are the first brand who defined that Beauty is not defined by shape, size, or color. Since the DSEP launch, hundreds of thousands of teachers, parents and youth leaders have engaged and delivered their Dove self-esteem and body confidence education. They have already reached over 60+ million young people across 150+ countries and they’re committed to reaching 250 million by 2030.
- ARIEL: # Share the Load before it becomes a burden, this film campaign by Ariel have continued to raise pertinent conversations to encourage more & more men to participate and taking pride in doing the household chores so they can be equal partners to their spouses and thereby setting an example for many men around them to do so. They believe and thus launched this campaign to drive realization and urge men into action.
Conclusion: Unconventional PR campaigns have the power to disrupt the norm and create lasting impressions. These campaigns stand out in a cluttered world, capturing attention, sparking conversations, and leaving a brand’s mark etched in the memory of the audience. The Indian examples discussed here exemplify the potential of thinking outside the box and embracing creativity to craft campaigns that are impactful, memorable, and resonate with audiences on a deeper level. In the realm of public relations, breaking mold often leads to remarkable success.