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.
Website:
Creating a website for the event -
RutuKalyanRun.com - 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.
