The company has invited young, creative minds to make a one-minute video for its hand sanitiser, 'PureHands', that would highlight product benefits in an exciting way. Ramakant Sista, Marketing Manager, Consumer Product Division, Himalaya India, said teams (3-4 members each) from 15 colleges in Bangalore, one of the company's key markets, will participate in the contest.
The winning team would receive a cash prize of Rs one lakh; the first and second runners-up Rs 50,000 and Rs 25,000, respectively.
"We wanted to involve the user community in developing an advertisement for PureHands. Students, who are big users of the product are better placed to narrate their experience with the product and how it plays a role in their life", Sista told reporters here today. If one wanted to reach out to the student community then the best way to do is via social media, the company said.
"Crowd sourcing is a great way to access fresh, exciting ideas", Sista said. "We chose to run our contest on Facebook as the social networking site is popular among youngsters. They congregate on Facebook, express their opinions, discuss and deliberate".
The company said 15 videos would be short-listed by this month-end on the categories of concept, adherence to creative brief, out of the box thinking and tagline and they would be judged by a panel of industry experts and peers in March.