Thursday, February 12, 2015

Campaign Case Study of Rutu Kalyan Run 2015

Brand/Property: Rutu Kalyan Run
Client: Rutu Group of Companies
Agency:  ShyBuzz

Premise: Rutu Kalyan Run was positioned as the first ever timed run to be held in Kalyan City, Maharashtra, India.  The client wanted to bring together two important elements of wellbeing – Health and Cleanliness.

Requirement: ShyBuzz was asked to contribute as Brand Consultants, Digital Media Strategists and SEM & SMM partners.

Approach: The first challenge was to create a communication strategy that was direct, easy to understand, had mass appeal, and still said all that had to be said without being too preachy, loud or long. It was also challenging to get this message across through all the verticals of our marketing strategy as succinctly and creatively as possible.

Logo: We first began with a logo that was inspired by the colour of prosperity and wellbeing, which coincided with our communication premise of health and cleanliness being important components of wellbeing. The logo highlighted fitness that running gifts us along with the importance of cleanliness in safeguarding and preserving this precious and well-earned health we have.

Tagline: Clean Kalyan, Healthy Kalyan’

We needed a tagline for the event that went well with the message of the event, complemented the logo, and was a direct portrayal of the purpose and spirit of the event. Another catch lines we came up with was, ‘Clean On, Run On’ and ‘For Health, For Cleanliness, For Kalyan,’ which were to be smartly used across all verticals of media, in keeping with our communication strategy. The tagline proved to be the buzzword around which the strategy of Rutu Kalyan Run was built.


Creating a website for the event - - brought along with it its own set of unique challenges.  The site was to be up live in a week with all the details we had at present with updates to be done at a moment’s notice. It had to have the information yet maintain a clean and uncluttered look. A site that balances elegance with vital information but is yet accessible across multiple devices.  We achieved all these parameters and the site was commended for its look, content, accessibility and updates.

Facebook Page:

Social media - and in the case of Rutu Kalyan Run, primarily Facebook - was to be the cornerstone of Rutu Kalyan Run’s Marketing and Communication strategy.  We wanted the page to not only drive registration and participation, but also be a medium that informs, engages and encourages positive action.

ShyBuzz chalked out a comprehensive strategy that was a true harmony of posts that fostered information about the event, educated about fitness and health, and propagated the importance of cleanliness and health in Kalyan and beyond.

Conclusion: In the end, Rutu Kalyan Run was a huge success. ShyBuzz was proud to be part of such an enterprising and noble endeavour.

ShyBuzz looks forward to doing its part, working in tandem with all our partners, in making Rutu Kalyan Run one of the most prominent events in India in the domain of health and cleanliness.