Kyoorius Advertising Awards
Experience & Activation
Brand-Owned Experience & IPs
KYOORIUS ADVERTISING AWARDS - Experience & Activation (Brand-Owned Experience & IPs)
Nimyle Cleaning Champion
Baby Blue Elephant
|Nimyle Cleaning Champion
|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.
|Kainaz Karmakar, Chief Creative Officer
|Harshad Rajadhyaksha, Chief Creative Officer
|Sukesh Nayak, Chief Creative Officer
|Fritz Gonsalves, Group Creative Director
|Jayesh Raut, Senior Creative Director
|Vanessa Dcunha, Senior Copywriter
|Ria Jatakia, Senior Visualizer
|Apurva Hadap, Art Director
|Roshni Mohan, Vice President - Account Management
|Hitesh Rakhecha, Account Supervisor
|Ganapathy Balagopalan, Head of Strategic Planning
|Nirav Parekh, Vice President - Planning