FMCG major Dabur India Ltd has recently appointed OgilvyAction, the experiential and promotional marketing arm of Ogilvy & Mather, to execute its rural activation campaign targeting 1 lakh women in over 5,000 villages and towns in Madhya Pradesh and Chhattisgarh.
The 60-day activity – named ‘Dabur Lal tail ki maalish se shishu ka sharirik vikaas ho 2 guni tezi se’ and ‘Samajhdaar Maa Swasth Bacha’ – was flagged off in the first week of December 2010. The campaign addresses mothers of infants through a health check-up for the infant and puts forth the benefits of Dabur Lal Tail through demonstrations.
Speaking exclusively to exchange4media, Rajeev John, Category Head – Digestives and Baby Care, Dabur India Ltd, shared the idea behind the campaign and stated, “We intend to establish the functional benefits and superiority of Dabur Lal Tail over ordinary oil through consumer awareness and education. Every mother has an inherent desire for her child to be healthy and to grow faster and emerge stronger. This leads her to adopt the best practices in infant care and anything that delivers beyond the ‘normal’ where her child’s development is concerned. Understanding this, the Dabur Lal Tail campaign has been designed to educate the primary TG, that is, the mother, about the clinically proven benefits of Dabur Lal Tail.”
According to a research conducted by the company, it was proved that babies who were massaged daily with Dabur Lal Tail in comparison to no massage experienced twice the increase in weight and height. It also stated that the doctors from the pediatrics department of the Jawaharlal Nehru College conducted a clinical research under stringent rules and measures where the effect of massaging a baby with Dabur Lal Tail was compared with the effect of other massage oils, talcum powder and no massage.
John further informed that the company had taken into consideration minute details for an effective execution of the activity. “We have also involved local influencers like rural medical practioners/ doctors to bring in credibility to the campaign and build sustenance for the brand message. Dabur Lal Tail’s massage helps in strengthening baby’s bones and muscles and is proven safe and effective for better overall physical growth of babies, and these benefits are also shared with the influencers,” he added.
Since the TG is niche in this case, the carried out tasks had to be focused and designed keeping in mind the consumers that the company is reaching to. On being asked about the challenges and how it could possibly be different from promoting it in a city, John replied, “The rural consumer is vastly different from her urban counterpart. Here, we are talking about a brand that deals with health of the child, and so the challenge was to generate product trials. When it comes to child health, there are a plethora of myths and sensitive beliefs that need to be addressed first, and many of the areas where we reach out to with this campaign happen to be media dark areas. So, the task was even more challenging.”
He also shared the fact that usage of traditional media in such a scenario would have led to a complete flop-show. “As I explained, spreading the brand message using the traditional media vehicles was not really the best option. This apart, we had to build awareness and educate the rural consumers on a more engaging platform, where a dialogue can be initiated and some of the long-standing myths addressed. Hence, this campaign was created to not only spread the brand message by educating the consumer, but also generate product trials for us.”
So, does the brand believe the rural programme in a way involves social responsibility too? “Although this is a brand promotion campaign, it definitely helps in driving the larger health awareness message of ‘Healthy Child, Wise Mother’. Considering the fact that this programme helps us reach out to a large number of babies and mothers in the remotest of villages, we are also offering free health check-ups to these villagers, and the campaign has adopted an integrated design of addressing the social issues of rural child health and maternal care.”
According to company officials, the results have been positive too. “The response has been highly encouraging. We have already covered more than 50 villages and reached out to over 10,000 mothers and more than 270 chemists. People are now thronging the mobile health check-up van in large numbers,” John concluded.