Summary
Ab Har Gaon Cipladine: Discover the extraordinary impact of Cipladine's campaign, revolutionizing rural healthcare. With an impressive surge in market share and value offtakes in Maharashtra and Uttar Pradesh, Cipladine emerged as the go-to 'Skin Ka First Aid' solution. Through innovative storytelling and a multimedia strategy, we transformed healthcare accessibility in every village (Gaon). Cipladine's success transcends a campaign; it signifies a ground-breaking shift in rural wellness, making skin care both accessible and exciting.
Challenge
The objective was to raise awareness among rural audiences about Cipladine as the all-in-one expert for various skin-related injuries, including cuts, wounds, burns, and infections. Particularly targeting areas with limited access to medical help, the goal was to ensure that Cipladine becomes an essential component of first aid in every rural household in India, creating a skin-friendly environment in every village ("Gaon"). The brand faced a significant challenge of low top-of-mind awareness compared to its well-established competitors in the skin care category, which included renowned brands like Betadine, Soframycin, , and Several local players which seemed untrustworthy by these consumers. The legendary brands held strong position in consumers' minds, making it crucial for CIPLADINE to increase its reach among potential buyers.
Objective
In rural India, where 65% of the population resides, limited access to medical emergencies to consumers. The absence of readily available and affordable first aid solutions results in prolonged healing times, increased risk of complications, and discomfort. This healthcare gap contributes to a higher incidence of infections, impacting the overall well-being and productivity of individuals in regions such as Uttar Pradesh and Maharashtra where significant rural population resides. Recognizing this pressing need, Cipladine aimed to be a comprehensive and accessible first aid expert for rural households. The campaign's imperative was to ensure that every "Gaon"(village) had access to effective skin care, fostering a skin-friendly environment. Cipladine, addressing Cuts wounds burns and infections., not only provides immediate aid but also empowers rural communities with a reliable and affordable healthcare solution leading to better productivity of the households. The success of this initiative signifies not just a market opportunity but a transformative step towards enhancing the healthcare landscape and promoting well-being in rural India.
Strategy
Based on our extensive research and understanding of rural India, we developed a sharp multimedia strategy to effectively reach and engage our target audience. • Cable TV: Cable has 40% reach in rural Maharashtra and UP region. It creates impactful visuals and storytelling that showcased the effectiveness of CIPLADINE in addressing common skin injuries. They were strategically placed during peak viewing times to maximize reach as. The strategic presence on TV delivered 131 GRPs. Over 88 FTA channels were selected with a genre mix of movies. 78% of Rural Population has access to FTAs vs Paid channels. Hence, spots on FTAs were prioritised. • Newspapers: Leveraging the fact that people 26% in rural areas (Maharashtra and UP) relied on newspapers for information, we placed compelling and informative content about CIPLADINE. These ads reached 3.15Mn audience to increase brand awareness and communicate product's benefits along with the creative talking to the entire family • Digital: With over 67% of rural Indians using smartphones and accessing the internet, we focused on YouTube as a platform and leveraged non-skippable ads to maximize reach. This approach helped us connect with 13.5Mn tech-savvy individuals in rural areas. Cipladine is one of the first brands in its category to leverage rural advertising on YouTube. • Public Transport (Buses): Capitalizing on the fact that buses were a major mode of transport in rural areas, we used bus advertising as an integral touchpoint. Ads were placed on the exterior and interior of buses to ensure maximum exposure and visibility to commuters, creating brand recall and interest.
Data
The creative strategy for our campaign highlighted real-life scenarios, presenting CIPLADINE as the go-to solution for rural India's skin problem arising out of minor injury, emphasizing the product's accessibility and effectiveness. The media strategy played a crucial role in delivering the message to the target audience. By leveraging television, newspapers, digital marketing, and bus advertising, we ensured extensive coverage in rural UP and Maharashtra. These channel choices were perfect for our audience's media consumption habits and allowed us to create a widespread impact. The integrated approach ensured CIPLADINE's message resonated, making it the preferred 'Skin Ka First Aid' in every rural household. Connecting the loop between channel and tech, we seamlessly integrated both into our marketing strategy. Through analytics, real-time performance monitoring allowing data-driven adjustments and optimization at multiple intervals were used for digital. This holistic integration ensured CIPLADINE's message resonated with rural households, establishing it as the preferred 'Skin Ka First Aid' solution.
Solution
Results
The brand achieved dramatic results in the targeted regions, with significant growth in market share and value offtakes. In Maharashtra, the market share witnessed a substantial increase of 13%, and value offtakes grew by an impressive 16%. Similarly, in Uttar Pradesh, the brand's market share rose by 14%, and value offtakes experienced a commendable 58% increase. These outstanding outcomes demonstrated the effectiveness of our marketing efforts and CIPLADINE's growing popularity as the preferred 'Skin Ka First Aid' solution in rural households. Mind measures saw proportionate increase during the same period with Spont scores in UP moving up by 300 bps & Mah moving up by 400 bps during the campaign period. Leveraging mobile phones as a primary source of entertainment for the target audience allowed the brand to reach consumers in a highly personalized and engaging manner. This approach not only improved brand recall but also encouraged future utilization of mobile platforms for advertising and customer engagement. The campaign's innovation was evident through its use of real-life scenarios showcasing CIPLADINE as the all-in-one solution for skin-related injuries. The multi-media approach, including television, newspapers, digital marketing, and bus advertising, demonstrated creativity in reaching diverse rural audiences.
