Direct Response – Film Advertising
Client H & R Johnson
Brand Johnson Tiles
Agency SOHO SQUARE ADVERTISING PVT.LTD
Brief The tiles category is perceived to be a commodity with very little differentiation at both – emotional and rational levels. Given this situation, the campaign had to identify a non-rational point of difference and provoke branded conversations amongst the general public and thus achieve more than fair share of salience.
Cultural Context
 There are more than 10 million physically-disabled people in India.
And less than 5% of India is disabled-friendly in terms of access to basic infrastructure. Residential buildings, offices, shopping malls, multiplexes, public spaces such as railway stations, airport lounges, gardens and promenades all are inaccessible as far as the physically-challenged people are concerned.
Solution
 One beach in Goa was identified and a ramp made of Endura tiles was thrown open to 3 physically challenged protagonists and a host of disabled people in the state. This event was converted to content and shared nationally. This campaign was hosted on redrampproject.org, where people were invited to discuss the issue as well as geo-tag any locations they would like ramps to be built at.
Results
 The video got 2 million views. Post-offices, banks, corporates reached out seeking partnership to build more such ramps. A Member of Parliament as well as the Gujarat government carried out an identical activity on a local beach in Chennai and Gujarat respectively. India’s Prime Minister launched the “Accessible India” initiative & the government reached out seeking partnership.
Navigational Instructions
 Campaign video leading to social media conversations and voluntary identification of locations by contributors using geo-tagging at www.redramp.org