KYOORIUS ADVERTISING AWARDS - Experience & Activation (Brand-Owned Experience & IPs)

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Nimyle Cleaning Champion - Nimyle
Client: ITC
Entrant: Ogilvy India

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Nimyle Cleaning Champion - Nimyle - ITC

Baby Blue Elephant

Entry Title: Nimyle Cleaning Champion
Brand: Nimyle
Client: ITC
Description: When the pandemic caused a nation-wide lockdown in India, everybody was introduced to ‘working from home’ for the first time. While both men and women were forced to adapt to WFH, doing housework ended up becoming just the women’s responsibility.

We wanted to encourage men to start helping at home by cleaning the floors, at the very least.

So, we launched India’s (and possibly the world’s) first-ever celebrity floor-cleaning reality show called Nimyle Cleaning Champion.

Our contestants: West Bengal’s biggest male celebrities

Their challenge: Cleaning their home floors better than others

The host: Bengali superstar Prosenjit Chatterjee

In every episode, celebrities mopped their home floors in creative ways – using cleaning to squeeze in a workout, practice a hobby, etc. and they encouraged other men to do the same. It aired on TV and voting lines were enabled via social media. The response received was phenomenal!

Nimyle Cleaning Champion inspired men throughout West Bengal to be cleaning champion in their own homes. So much so, that in months after its launch, seasons 2 and 3 were launched in the states of Tamil Nadu and Andhra Pradesh, on popular demand!

This is how with one simple idea, we motivated our men to not just work from home, but also work for home.
Company Credits: Ogilvy India
Individual Credits: Kainaz Karmakar, Chief Creative Officer
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer
Individual Credits: Sukesh Nayak, Chief Creative Officer
Individual Credits: Fritz Gonsalves, Group Creative Director
Individual Credits: Jayesh Raut, Senior Creative Director
Individual Credits: Vanessa Dcunha, Senior Copywriter
Individual Credits: Ria Jatakia, Senior Visualizer
Individual Credits: Apurva Hadap, Art Director
Individual Credits: Roshni Mohan, Vice President - Account Management
Individual Credits: Hitesh Rakhecha, Account Supervisor
Individual Credits: Ganapathy Balagopalan, Head of Strategic Planning
Individual Credits: Nirav Parekh, Vice President - Planning