• Indian School-going girls’ biggest hair problem is lice; 1 in 3 lice sufferers live in Rural Indian areas. Mediker is synonymous with Anti-Lice Treatment. Yet, the category leader had penetration below 5%.

Challenges

• Embarrassment: Lice are an unspeakable problem;

• Safety: “if product ‘attacks’ lice, is it safe for daughters to use?”

• Value Proposition: Trial pack is 5X costlier to shampoos.

Objectives

• Engineer Conversations around ‘un-speakable problem’.

• Build equity as Safe, Trust-worthy Brand, worth recommending.

• Make more moms TRY Mediker.

• Need for scalable, replicable, economical PR Model

• Evoke consistent interest from the media, inspiring Media to take it to consumers repeatedly.

Strategy

PR Insight: Media is more inspired and celebrate when rural kids from lower economic strata, get an opportunity to “make it big” in any field.

PR Strategy: Every Month, Media would be inspired by showcasing kids who have just “made it big” by becoming as RJs.

Execution

• Phase 1: The show “Pyaar Se Suljhaye” aired 300 episodes creating over 100 Radio Rockstars in Bihar, MP and UP where kids got a chance to become an RJ.

• Phase 2: To keep the idea fresh and the momentum going, the Radio Rock stars are now being felicitated with personalized Stamps at PR events in different cities.

Outcome

• Earned-media return on investment: 12 times (over 95% of the value in print media)

• Brand trials increased by 40%

Programme live on 22 stations in 3 states with New Kid RJs every week. Eco-system works in a chain:

1. Radio Show invites kid RJs for participation.

2. Mobile: Kids could call toll-free number to record how they found a smart solution to an everyday problem of theirs.

3. Selected girls become RJs for one week.

4. PR Execution: Selected RJs invited to school: Celebrated as “Real heroes” in Media Event.

5. RJ’s Mom, Teachers invited to share their experience: Regional media inspired to take these stories to readers and celebrate smartness.

6. Schools: Girls’ stories taken to more schools by NGO, inspiring more kids

7. Celebrate the success of these winners by gifting them personalized Postal Stamps in a PR event at schools, with her parents and teachers –local & regional press invited to celebrate their success through profiling stories

8. This continues month after month.

• Engineering Conversations:

o Show received over 7, 00,000 calls. Airs over 300 episodes till date.

o Over 100 rural girls become RJs.

• Earned Media Model Effectiveness:

o Repeatability: Model successfully executed multiple number of times.

o Scalability: Media’s interest in Campaign continues unabated, reflected in consistent, repeated coverage.

o Campaign garners earned media coverage estimated at Rs 8.63 Crores (around $ 1,434,475)

o Earned-media ROI over 12 times

• Equity:

o Safety perception moves up from 33% to 78% (overall State average vs Campaign audience)

o Trust scores up from 36% to 77%.

o Recommendation from 38% to 85%.

• Brand Trials:

o Since campaign, Trials have grown 68% in region vs targeted 30%. (Source: Industry Standard Retail Audit: Trial Pack growth)

o 80% Moms who participated in campaign or spoke about tried Brand for the first time. (Source: Independent Research)