SMILE INDIA MOVEMENT
| Client | PROCTER & GAMBLE |
| Product | ORAL B |
| Entrant | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Type of Entry | Integrated |
| Title | SMILE INDIA MOVEMENT |
| Product/Service | ORAL B |
| Entrant Company: | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Advertising Agency: | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Credits |
| Pradyna Popade |
Mediacom Communications Pvt. Ltd |
Business Director |
| Shruti Singh |
Mediacom Communications Pvt. Ltd |
Investment Manager |
| Natasha Kapoor |
Mediacom Communications Pvt. Ltd |
Media Purchase Director |
| Tarun Kishore |
Mediacom Communications Pvt. Ltd |
Group Manager |
| Vishvam Dhote |
Mediacom Communications Pvt. Ltd |
Business Manager |
| Gaurav Virkar |
Mediacom Communications Pvt. Ltd |
Business Director |
Describe the campaign/entry:
Insight, Strategy and Idea
Oral-B lagged behind Colgate in equity scores on ‘endorsed by dentists’. Our goal was to convince Indian consumers that Oral B is a truly dentist endorsed brand that stands for superior oral health.
In India, oral care is a low involvement category. Communication on toothbrushes and their role in Oral Care was almost a blind spot towards the inattentive and torpid consumer.
Three key barriers that needed to be addressed:
(i) Apathy towards oral care
(ii) Dentists driving brand choice
(iii) Mass category requiring scale of media maximization
Solution was to champion the cause of oral hygiene to make Oral B synonymous with oral care.
Oral B combatted heavy competitive TV GRPs with a consumer movement on ground ie Oral B Smile-India-Movement
Oral B hijacked the dentist equity from Colgate by proving to consumers that while Colgate was a brand ‘recommended-by-dentists’, Oral B was the brand-that-most-dentists-used themselves.
Give some idea of how successful this campaign/entry was with both client and consumer:
Results and Effectiveness
10,000,000 people signed-up the pledge.
Media investment of INR 0.9 million fetched us free-coverage worth INR 102 million.
A staggering 82% of the core-audience was held captive with SIM blitzkrieg.
1. Sales were 38% higher than corresponding period last-year
2. Guinness Record for conducting largest number of FDCs in 24 hours at a single location
3. Association of Oral-B with equities of “brand for people like me” & “Most used by dentists” grew by 29%.
4. 10,000,000 people signed the pledge!
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Creative Execution
Designed three distinct stages to address barriers:
(i) Break inertia
We commissioned Nielson survey and started airing shocking findings about the dire state of Oral Care in India as factoids across major news channels to trigger consumers action
eg “63% of Indians have dental problem but only 8% visit the dentist”
“46% of Indians brush twice daily”
(ii) Driving credibility
Celebrities & dentists started the Movement by taking a pledge to improve oral care practices with the three commandments a) Brushing Twice, b) Visiting dentists regularly c) proper method of using toothbrush.
News anchors, TV show hosts took the pledge on Television publicly
Newspapers and RJ’s on radio urged consumers to take the pledge
(iii) Generate scale
10,000 dentists travelled across India reaching to consumers and demonstrating good oral care practices with the Free Dental Check Ups resulting in a Guinness record for Oral B
