Lipton launches digital jigsaw puzzle with www.stay-sharp.in

Lipton has launched an online initiative, the "World’s Largest Online Collaborated Jigsaw Challenge", that involves users solving a giant jigsaw online. Users can register themselves at www.stay-sharp.in to access the puzzle, whiich has been created by Ogilvy Action and OgilvyOne in a collaborative project.

Speaking about the brief behind the initiative, Kunal Jeswani, head of planning (new media), O&M said, “The brief to us was simple. We had to leverage the online space to launch and build consumer engagement with Lipton Yellow Label tea.”

Jeswani says the objective of the campaign was to generate some buzz around the brand and create brand salience for Lipton Yellow Label Tea, which is currently only visible at tea and coffee vending machines in offices.

Vikram Grover, category head, Beverages, Hindustan Unilever said, “Lipton Yellow Label tea is a blend of tea that ensures delivery of the required levels of Theanine, which along with the other tea goodness, helps to clear your mind and thus Stay Sharp. In line with this proposition, we have launched the World’s Largest Online Collaborated Jigsaw Challenge which will bring the sharpest minds of the country together to put India on the Sharpest Thinkers map.”

The puzzle consists of 25,000 pieces, which are further broken into 1,000 parts with 25 pieces each.  Visitors to the website can solve one or more of these 1,000 parts each time they log on. So far 6,663 visitors have registered on the site. The top five users will win Apple iPhones.

On how they promoted the website, Jeswani commented, “The entire initiative is being promoted through a multimedia campaign including press, outdoor and online advertising.” The initiative will also be promoted through on-ground activation programmes.