Advertising agency Holmes Pollard & Stott has won the Sumathi Award for TV Commercial of the Year (second runner-up). It received this accolade for its Lagna Wasana campaign for the Development Lotteries Board (DLB). This is the fifth Sumathi award won by the agency.
Lagna Wasana is one of the leading lottery brands in the DLB portfolio. After Holmes Pollard & Stott took over the advertising in 2016, the number of weekly draws increased from three to seven.
The agency used consumer insights to enhance the popularity of Lagna Wasana by shifting from the previous Dhana Yogaya concept of planetary combinations to the more personalised and relatable idea of the buyer’s zodiac sign being a lucky symbol. The response was strong, with people buying lottery tickets depicting their own preferred zodiac signs.
The award-winning commercial succeeded in communicating to the customer the idea that ‘your zodiac sign is your lucky symbol’.
Holmes Pollard & Stott highlighted the fact that Lagna Wasana produces more jackpot winners than any other lottery ticket and also yields the highest number of winners per draw. The agency further strengthened the strategic and tactical positioning of the brand.
The launch of Rashi Adhistham – the Tamil version of Lagna Wasana has become one of the most popular lottery brands among the Tamil community. In 2016, the agency won an award for the HDFC Senehasa Campaign, and in 2017, it was presented an award for the NLB Mahajana Sampatha campaign.