Cannes Contenders 2017: Havas India

As we near the Cannes Lions International Festival of Creativity, Campaign India continues with its 'Cannes Contender' series.

 

Mortein 'Kill the real demons'

Category: PR and Promo & Activation

Seeing a steep rise in cases of mosquito-borne diseases, Mortein- a leading mosquito-repellent brand, wanted to find a simple solution that would make a huge impact.

 

Every year, mosquito borne diseases reach a peak around the festival of Dussehra. It is a festival where effigies of the demon king Ravana are burnt to symbolise victory of good over evil. In 2016, Mortein, a mosquito repellent brand, had a unique solution- Limited edition Mortein Ravana packs made with ActivCards. By just burning the ActivCard, mosquitoes are driven away. The packaging was designed in a way so people could make a Ravana effigy in 3 simple steps. This effigy when burnt drove away mosquitoes. So not only did people celebrate the festival but also drove mosquitoes away.

 

Inspired by the Indian art of making a Ravana effigy, we used the paper cut and paste technique to build a Ravana from Mortein ActivCard pack. Perforations were made to make it an easy DIY pack. The colors and graphics used were designed keeping in mind the traditional importance of this festival. The pack was compact and no plastic was used.

 

Mortein Limited Edition Dussehra Pack

Categories entered: Design Lions