To promote CAA’s Roadside Assistance program amongst South Central Ontario’s South Asian community.
South Asians tend to be a little superstitious. With this understanding, our creative featured ‘Nimbu – Mirchi’ – lemons & chillies hung on a string. Nimbu – Mirchi is said to ward-off evil. But just in-case your car ever broke down, CAA would be there to help. Hence, the positioning, ‘Winter’s a charm with CAA’.
Direct Mail, Mall Activation, Digital Banner, Radio Commercial