Pepsodent ran a school contact program, engaging and educating them on brushing.

Nationwide kids painting competition generated 0.15 million paintings on oral hygiene which were digitally enlarged and printed with non-toxic ink on bio-degradable paper.

Across 48 Bhel junctions, Pepsodent’s message covered all the key suburbs for a period of 30 days with over 100 thousand curious consumers unraveling the wrapper to read the message.

Candid camera reactions of consumers were captured for Digital content. Video was amplified on Youtube, Social Media and Digital PR. The message was communicated to 17 Mn unique individuals through digital at a fraction of the cost of a conventional mass media.

Pepsodent saw a positive shift in Mind measures:

1. Unaided Awareness for Pepsodent increased from 81% to 83% (200 Basis Points)

2. The ‘Brand ever used’ went up from 68% to 78% (1000 basis points)

3. Pepsodent ‘Prevents Tooth Decay’ went up from 60% to 67%

4. Pepsodent helped inculcate the value of good Oral Hygiene in more than 100 Thousand people and their families

5. Pepsodent created a new media that can now be replicated across multiple geographies in the future at a fraction of the mass media cost

6. Campaign video reached out additionally to 17 Million Unique individuals

Source: Millward Brown