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How social activation worked for Dabur in UP & Bihar

By M4G Bureau - October 04, 2021

Mindwave Media launched two activation campaigns for Dabur India brands in Uttar Pradesh and Bihar during the Covid-19 phase, which effectively combined social cause with brand visibility. Here’s a look.

Mumbai-based integrated digital marketing agency Mindwave Media organised two purpose-driven campaigns in the midst of the pandemic for two brands from the Dabur India stables in Uttar Pradesh and Bihar respectively. By combining social cause with brand activation, the campaign helped the brand strike the right chord and resonate better with the audience.

Dabur India has always been a health centric brand and for the first campaign, Mindwave conceptualised and executed a purpose-driven health awareness campaign, ‘Ashokarishta - Rakhe Khayal Apna Bhi’ for Ashakorishta, a health tonic for women manufactured by Dabur India.

The whole campaign stemmed from the observation that women never prioritise their health and that there was a huge gap in male vs female vaccination ratio. Dabur organized free health camps in 100 Pink Police Stations across Lucknow, Gorakhpur, Allahabad and Varanasi, where renowned Gynaecologists from the city advised the Pink Brigade team on various health issues related to women. The campaign touched more than 50,000 women and the activation idea was a small step towards bridging the gap of vaccination ratio. 

Says Rajat Mathur, AGM, Consumer Marketing and Innovation of Dabur India, talking  about it, “We thank Mindwave Media to support this noble cause. Dabur is committed to its motto of ‘Being dedicated to the Health and Well-Being of every household’ and this initiative has enhanced our mission. Through our ‘Rakhe Khayal Apna Bhi’ campaign, we are seeking to boost the health of women who selflessly serve their family and the society.”

“Our concept of the campaign was designed keeping the Covid-19 situation at the centre. Experiential marketing is a great way to hit the right chord, but an activation in the face of good deed makes a lot more difference to the brand image and most importantly, the society,” says Rajesh Radhakrishnan, Director - Sales and Marketing, Mindwave Media.

The second campaign all about honouring the role played by ambulance drivers. Dabur Rheumatil Oil in association with Mindwave Media took a step forward to thank the ambulance drivers of Uttar Pradesh and Bihar, who were serving the public during the dark phase of second wave. The campaign was named  "Rheumatil Ke Saath Har Pal Taiyaar Hum".

The campaign involved collaborating with Dial 108 and Dial 102 to get free foot massages on makeshift stages to those ambulance drivers in 10 Government Hospitals in the severely impacted cities of Meerut, Lucknow, Kanpur, Agra, Prayagraj, Allahabad, Varanasi, Patna, Muzzafarpur and Purnia. The campaign was conducted in the campus of the hospitals, touching the hearts of around 50 drivers.

Dr. Durga Prasad , Marketing Head-Ethicals, Dabur India Ltd, says, sharing his views on the campaign, “First of all on behalf of Dabur Family, we would like to thank the Ambulance Drivers for their 24/7 services for us. In spite of several problems, they leave no stone unturned to bring the patients at the hospitals on time. Apart from the emotional pain of looking at people losing their loved once, they also go through immense physical pain in the legs, ankles, joints and back. Keeping this in mind and to honour the Ambulance Drivers for their dedicated service for us, we have launched ‘Rheumatil Ke Saath Har Pal Taiyaar Hum’ campaign to provide free Massage to Ambulance Drivers.”

“Combining activations and noble deeds turns the tables for promotion. After all, an excellent marketing tactic is that you don’t let your audience know that it is marketing,” sums up Rajesh Radhakrishnan.


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