To reach masses in rural markets we came up with a concept: “Freedom from Mosquitoes Movement”: A drive to remove mosquitoes from villages. •We used drums to make announcements, and life sized modular kiosks to spread the message. Methods like flip-charts, street plays, movie screenings, and skits were used to highlight alarming facts about mosquito borne diseases and how Odomos Lotion can help in prevention.

•Touch points like Health Centres, streets & market areas were used. •Sampling was done via screening popular Bollywood movies in evenings in open areas - when density of mosquitoes is high.

Odomos witnessed a 89% year on year growth in value terms in target markets.Sampling reached 140,000 villagers.The Campaign reached more than 1.21 Million people & 150,000 direct contacts in 132 villages.•National & local media covered the campaign and editorials generated more than 5,500 cc of ad space worth Rs 1.7 million.