Case study — Brand Campaign
Case study — Brand Campaign
The brief
Creating Brand Recall Beyond the Logo
BigHaat already offered everything farmers needed. The challenge wasn't to promote another offer—it was to create a campaign people could instantly recognize, even before seeing the brand name. The objective was simple: build a memory trigger that naturally leads people back to BigHaat.
Instead of building another campaign, I focused on how memory works.
People rarely remember taglines, but they remember familiar patterns. Expressions like 100% sure, 100% guarantee, and 100% trust are already part of everyday language. That led to one question: What if BigHaat owned one extra percent?
BigHaat replaced 100% with 101%, turning one extra percent into a memorable brand asset.
Instead of relying on conventional advertising, the campaign was built on principles of cognitive psychology. By replacing the expected 100% with 101%, it used pattern interruption to create a moment of surprise that captured attention. Through priming, repeated exposure gradually built a subconscious association between the number and the brand, while the mere exposure effect reinforced familiarity over time, transforming 101% into a recognizable and memorable brand signature.
The same mental cue was consistently repeated across every customer touchpoint—from performance campaigns, social media, the website and app, product promotions, push notifications, and WhatsApp to dealer branding, retail, and on-ground activations. Every interaction reinforced a single, memorable association: 101% = BigHaat, strengthening brand recall with each exposure.
