In rural India, due to the absence of medical centres, people were highly receptive to personalized health announcements. Literacy rates in rural India are also very low. Thus, simple voice calling became the core communication channel.Our strategy broke the myth that high-reach and high-interactivity are mutually exclusive outcomes of any media vehicle in India.In rural India due to high physical labour, headaches were on the rise and quick relief therefore was critical.Considering this need, the communication strategy was to ‘educate the consumer about quick relief techniques’.Also, owing to low literacy, calls were made in their local language for ease of comprehension.The 1st round was to increase awareness of the 2-minute quick relief brand proposition.The 2nd round of calls, engaged with them with an invitation for daily headache relief tips.The 3rd round announced an exchange offer at their nearest retail outlets, thereby inducing trials.

Client quote: We had a daunting challenge to achieve the seemingly impossible; pursuing ambitious growth from a media-dark market with stiff competition. Mobile made it possible to explore unchartered territory with outstanding results.Congratulations to the team for bringing about tangible success with a relatively new medium.