1 2
 
 
  • SUB CATEGORY :
    CONTEXTUAL INSIGHT
  • ENTRANT COMPANY :
    FAR EAST FAME LINE DDB, BANGKOK
  • TITLE :
    SANGHA KAYARI - NO KILLING=NO SIN
  • BRAND :
    KAYARI
  • ADVERTISER :
    KAYARI
  • AGENCY :
    FAR EAST FAME LINE DDB, BANGKOK
  • CHAIRMAN :
    BOONCHAI CHOKWATANA
  • CHIEF EXECUTIVE OFFICER :
    WICHAR LDALLITSAKOOL
  • MANAGING DIRECTOR :
    KADEKAEW ITTIKUL
  • CHIEF CREATIVE OFFICER :
    JONGJITR SMITH
  • CREATIVE DIRECTOR :
    THANYATHORN SUHATHAIKUL
  • ART DIRECTOR :
    POKPONG JIRUPUNSAWAD/KANUT CHAIKUL
  • COPYWRITER :
    TOUNGPORN SUWANKOMOLKUL
  • CREATIVE CONTENT :
    TEEZEET THANACHAN/ISSARIYA CHANTAMAT
  • EXECUTIVE PRODUCER :
    NARUDEE INKAWAT
  • AGENCY PRODUCER :
    ANUSIT KHAMKOKSUNG/SANICHA KUNWONG
  • DESIGNER :
    AKESUDA BUAKAN/NATHICHA DANGRATTANAWONG
  • CLIENT SERVICE DIRECTOR :
    PHUNPIT CHANAIENG/NUNTINEE SA-ARDAIUM
  • ACCOUNT DIRECTOR :
    MS. PORNUMA AMPAS
  • ACCOUNT EXECUTIVE :
    MS. ANUPONG ARUNEWASSANA
  • STRATEGIC PLANNING DIRECTOR :
    DR. CHALINE HIRANO
  • STRATEGIC PLANNING MANAGER :
    SIRIPORN CHUENGPHITAKUDOM
  • STRATEGIC PLANNER :
    PAWEENUT BOONSERMSUK
  • PLANNER :
    SINEENUN SUWANNOP
  • CAMPAIGN SUMMARY :
    The SanghaKayari campaign addressed a cultural and ethical challenge deeply rooted in Thai Buddhist traditions. Kayari is a natural mosquito repellent brand known for its gentle, plant-based formula that repels mosquitoes without harming them. Unlike chemical competitors, it offers a safer, more ethical choice. However, Kayari faced two challenges: consumers doubted the effectiveness of gentle repellents, and cultural practices excluded repellents from Sangha Dana (alms for monks) due to their association with killing, which violates the First Precept of Buddhism.
    In a country where 94.6% of the population are Buddhists, the campaign leveraged a key insight: during Buddhist Lent, 74.86% of Thai Buddhists make merit through Sangha Dana. While offering alms is a spiritual act, mosquito repellents were rarely included, creating a gap between practical needs and spiritual values. This insight revealed an opportunity to position Kayari’s non-lethal formula as a culturally aligned solution that reinforces Buddhist principles.
    The strategy centered on SanghaKayari, the first-ever Sangha Dana mosquito repellent kit. With the core message, “Repel Mosquitoes, No Killing = No Sin,” the campaign reframed Kayari’s gentleness as its greatest strength, transforming it into a meaningful and ethical offering.

    Execution focused on accessibility and relevance. SanghaKayari kits were sold exclusively online, supported by engaging content such as short films, animations, and testimonials on Facebook and TikTok. This amplified the product’s ethical significance and encouraged Buddhists to choose compassion without compromise.
    The results exceeded expectations: 650,533+ impressions, 464,247+ reach, and 100% sodlout in one month. The campaign reshaped perceptions, proving that deep cultural insights and strategic creativity can drive impactful results with lasting emotional connections.The campaign reshaped perceptions by seamlessly integrating cultural understanding with practical solutions, demonstrating how deep contextual insights can create meaningful connections and drive transformative results.

  • INSIGHT :
    In Thailand, 94.6% of the population are Buddhists, and Buddhism influences every aspect of life. The First Precept, forbidding the killing of any living being, is central to Buddhist practice, emphasizing compassion. However, mosquitoes present a moral conflict—even devout Buddhists swat or kill them to avoid bites and disease. This contradiction becomes more pronounced during the rainy season, when mosquitoes are abundant.
    The strategy harnessed a powerful insight: 74.86% of Thai Buddhists make merit during Lent* by offering Sangha Dana**, yet no mosquito repellent had ever aligned with their ethical values.
    Through cultural research and consumer insights, we uncovered an untapped opportunity: Buddhists wanted to offer items in line with their beliefs, but no product aligned with this need. Sangha Dana is not only a practical act of giving but also a deeply spiritual ritual. A product that protected monks from mosquitoes while upholding Buddhist values could bridge this gap.
    This insight reframed Kayari’s perceived weakness—gentleness—as its greatest strength. Kayari could position itself as the only mosquito repellent that aligns with Buddhist compassion. The campaign redefined repellents as a meaningful, spiritual offering, not just a functional product.

    Remark
    *Buddhist Lent is a three-month period during the rainy season (July to October) when monks remain in their temples, avoiding harm to crops or small creatures. It is a time for spiritual reflection for monks and merit-making for lay Buddhists
    **Sangha Dana refers to offerings of essential items like food, robes, and medicine made to monks for the collective benefit of the monastic community. During Buddhist Lent, Sangha Dana holds special importance, supporting monks’ spiritual practice while deepening lay Buddhists’ connection to their faith.
  • STRATEGY :
    The creative strategy for SanghaKayari was designed to address a cultural conflict while overcoming consumer skepticism. Kayari faced two key challenges:
    1. Consumers doubted the effectiveness of its gentle, plant-based formula compared to chemical repellents.
    2. Mosquito repellents were absent from Sangha Dana offerings during Buddhist Lent, as they could lead monks to break the First Precept, which forbids killing.
    The strategy harnessed a powerful insight: 74.86% of Thai Buddhists make merit during Lent by offering Sangha Dana, yet no mosquito repellent had ever aligned with their ethical values. To fill this gap, Kayari pioneered SanghaKayari, the first-ever Sangha Dana mosquito repellent kit. This innovative product transformed its gentleness into a strength, offering protection that honored Buddhist compassion while aligning with spiritual rituals.
    Guided by the “Buddhist Commercial Strategy,” the campaign seamlessly blended cultural relevance with practical benefits. The core message, “Repel Mosquitoes, No Killing = No Sin,” emphasized Kayari’s unique ability to protect monks while staying true to Buddhist values. The product addressed both spiritual and practical concerns, reframing the belief that mosquito repellents must rely on harsh chemicals to be effective. This highlighted how such methods not only violate Buddhist ethics but also harm health, encouraging consumers to choose a safer, more compassionate alternative.
    The SanghaKayari kit was crafted specifically for Sangha Dana, symbolizing merit-making, protection, and ethical care. Exclusive online distribution through platforms like Shopee and Lazada emphasized its uniqueness, while engaging social media content—including short films, animations, and consumer stories—brought the concept to life, connecting deeply with traditional Buddhists and younger, socially conscious consumers.

    By creating a product never seen before, Kayari embedded itself into sacred rituals and cultural practices, elevating its brand purpose and transforming perceptions of mosquito repellents.
  • CREATIVITY IDEA :
    The creative idea behind SanghaKayari was to transform Kayari’s natural mosquito repellent into a culturally meaningful and ethical offering. By reimagining it as the first-ever Sangha Dana mosquito repellent kit, the campaign aligned with Buddhist values while addressing the dual challenges of consumer skepticism and cultural conflict.
    The idea stemmed from a profound cultural insight: during Buddhist Lent*, 74.86% of Thai Buddhists make merit by offering Sangha Dana** to monks. However, traditional mosquito repellents were rarely included in these offerings because they could tempt monks to break the First Precept, which forbids killing any living being. This gap presented a unique opportunity to position Kayari as the only mosquito repellent that protects while upholding Buddhist compassion.
    This innovative idea reframed Kayari’s gentle, plant-based formula as its greatest strength, transforming it into an essential, ethical, and culturally relevant product for spiritual rituals.
    Remarks:
    *Buddhist Lent is a three-month period during the rainy season (July to October) when monks stay in their temples to avoid harming crops or small creatures during their travels. It is a time for spiritual reflection and learning for monks and an opportunity for lay Buddhists to accumulate merit.
    **Sangha Dana refers to offerings made to monks, typically including essential items such as food, robes, and medicine. It is given without specific intention, meant for the collective benefit of the Sangha (monastic community). During Buddhist Lent, offering Sangha Dana becomes particularly significant, as it supports monks in their spiritual practice and allows Buddhists to deepen their connection to their faith.

  • EXECUTION :
    The execution of SanghaKayari aligned the creative strategy with consumer behavior and cultural practices, reinforcing its positioning as a culturally meaningful and ethical solution.
    1. Product Development:
    The SanghaKayari kit, the first-ever Sangha Dana mosquito repellent, was crafted specifically for Buddhist Lent. Each kit included:
    -Kayari Natural Mosquito Repellen products: A plant-based, non-lethal formula that repels mosquitoes without harming them.
    -Merit-Making Card: A symbolic note emphasizing the compassion behind the offering.
    The kit’s thoughtful design embodied Buddhist values, making it a meaningful addition to Sangha Dana offerings.
    2. Online Exclusivity:
    The kit was sold exclusively on platforms like Shopee and Lazada, creating a sense of uniqueness and accessibility during the rainy season.
    3. Social Media Amplification:
    The campaign leveraged Facebook and TikTok with engaging content, including short films and animations, to promote the core message: “Repel Mosquitoes, No Killing = No Sin.” Visuals showcased the product’s spiritual significance and practical benefits, featuring real-life stories of merit-making.
    4. Seasonal Timing:
    The campaign launched during Buddhist Lent, ensuring maximum cultural resonance and relevance.

    By focusing on thoughtful product design, strategic distribution, and impactful storytelling, the execution brought the creative strategy to life, positioning SanghaKayari as a compassionate and practical choice for Buddhist merit-making.
  • RESULT :
    The SanghaKayari campaign delivered exceptional results, transforming consumer perceptions while achieving cultural and commercial success.
    1. Sales Success:
    The SanghaKayari kit achieved a **100% sellout in just one month**, demonstrating its strong market resonance during Buddhist Lent.
    2. Awareness and Engagement:**
    The campaign reached an extensive audience with over **650,533 impressions** and **464,247 reach** across social media platforms. Content featuring real merit-making stories and testimonials further amplified its emotional connection with consumers.
    3. Cultural Impact:
    The campaign successfully reshaped the perception of mosquito repellents, challenging the belief that effective products must rely on harsh chemicals. SanghaKayari encouraged a shift toward compassionate and health-conscious choices, aligning with Buddhist values while protecting against mosquitoes.
    4. Brand Transformation:**
    Kayari’s brand image evolved from a niche natural product to a meaningful, culturally aligned solution for ethical merit-making. The campaign demonstrated how Kayari could bridge practical needs with spiritual principles, deepening emotional connections with its audience.

    The ‘SanghaKayari: No Killing = No Sin’ campaign showcased how cultural insights rooted in Buddhist values can drive meaningful change, proving the power of contextual relevance in transforming consumer behavior and brand perception.