Summary
Aarampur - Jahan na pahunche dawai, wahan pahunche AI Relief from stress and headaches was now just a phone call away with Saridon. Aarampur, leveraged deep penetration of mobiles and the latest voice-AI tools to deliver one-to-one selfcare solutions in small towns. As a market leader in headache relief, we combined natural language processing with our in-depth understanding of consumer pain journeys and stress triggers to make pain relief more accessible and effective for all.
Challenge
73% of Indians suffer from stress induced headaches with financial and relationship stress being the most common cause. With one out of four Indians hiding headaches and trivializing them, the marketing challenge was to reach out to consumers in media dark low-income limited internet penetrated tier 3 and rural regions where there is huge disparity in access to healthcare as compared to the urban and tier 2 regions. Opportunity: There are only 675,000 practicing qualified doctors in India which means on an average the doctor to patient ratio is 1:2000 vs 1:1000 recommended by WHO. With more than 45% of Indians in tier 3 and rural regions not having access to the internet adds to their suffering of limited access to virtual healthcare as well. Our strategy was to reach out to these consumers by turning their mobile phones into a device that lets them get rid of of headaches.
Objective
75% of India's population lived in tier 2-tier 3 cities, only 20% of doctors & 30% of hospital beds were available to them. Expensive treatment costs forced a quarter of households into debt/sale of assets to meet them & government subsidized/free-of-cost treatment centers were few & full. A nationwide study revealed that small town-rural Indians were worst affected by headaches & migraines. Stress arising out of work pressure, family quarrels, loans/debts & house responsibilities was the biggest cause of it. However, healthcare solutions for stress were out of reach for small towns. Delayed diagnosis & treatment turned their headaches into migraines making their productivity dip & making them lose income. Objective: Serving the underserved in healthcare with Artificial Intelligence
Strategy
Insight: Indians indulge in entertainment for enjoyment but end up relieving life's stresses by finding escape within entertainment. In small town India, people resorted to cinema, fairs, street theatre, riddles, jokes, wrestling, watching TV etc. for entertainment. Entertainment offered escape from stress. It served as a distraction to the brain which would forget sending stress & pain signals & get busy with releasing happy hormones courtesy the entertainment. Idea: With AI turn every mobile phone into Aarampur – Free stress relieving entertainment. The next step was to make this ‘stress-relieving entertainment' available to all for free. The most potent device for entertainment for the small-town audience was their mobile phone, having a higher penetration than TV. There is no place in the world that's free from stress. We created the first town where stress & headache have no place – Aarampur, India's first self-help conversational AI NLP voice detection based IVR hotline to get relief from headache. Within the town of Aarampur we built two lanes: - 1. Rahatpura (Medical Information) educated people on medicating headaches & recommended relief via Saridon for those seeking immediate, urgent relief from headaches. 2. Manoranjan Gully (Stress Relieving Infotainment) as the name suggested relieved stress & headaches via entertainment. Based on the 4 biggest causes of stress-headaches we created 4 characters in to handle it • Senti-Menti (Humor) • Bachat Kumar (Financial Management) • Aeysha (Internet Basics) • Befikre (Relationship Handling)
Data
Solution
Stress and headache relief was at the center of every creative. Right from the name of our fictious town (our tech platform) – Aarampur, to the different types of stress and headaches we owned. Keeping the audience in mind, messaging was kept very simple – Sardard ko karne duur, number ghumao Aarampur. The toll-free number was given most prominence in the creatives to ensure it stuck in people's heads and encouraged them to call. For better resonance, the language used in creatives was attuned to the tonality, dialect and colloquialisms of Uttar Pradesh where we launched. Entertainment brought Stress-relief. We faced two tasks when we began this journey – a. solving for stress and headaches for the much-stressed small-town India and b. making this solution easily accessible to all. Entertainment was how Indians found relief from stress in the form of escape. So, entertainment became the mode of our stress relief system. AI brought access to all. Secondly, due to healthcare accessibility struggles in small towns we resorted to AI technology to deliver selfcare – free of cost, voice-based, on-demand service available to all through their mobile phones. To make access even simpler we created a toll-free phone number 704-520-1111 upon dialing of which people could find relief from headaches. CREATION OF AARAMPUR There is no place in the world that's free from stress. We wanted to create the first town in the world where stress and headache have no place – Aarampur. Within the town of Aarampur we built two lanes called Rahatpura and Manoranjan Gully.
Results
Where healthcare couldn't reach selfcare did. Relief from stress and headaches was now just a phone call away with Saridon. As a market leader in headache relief, we combined natural language processing with our in-depth understanding of consumer pain journeys and stress triggers to make pain relief more accessible and effective for all to create India's first voice-based AI selfcare platform to resolve stress and headaches. As Indians found ‘aaram' from stress, there was no ‘aaram' for Aarampur as its number kept ringing and calls went up - Total Calls: 29,192 Total Mins Consumed: 49,308 Total Unique Calls: 18,167 Average Time Spent: 2 mins
