Brief Explanation

Nihar Shanti Amla hair oil was perceived as a lower-priced cousin of its closest competitor. We had to create a brand identity giving people a veritable reason for purchase other than price. We looked for a purpose within our consumer’s lives to give her a sense of pride of purchase. We learnt that the biggest concern of the rural housewife was her child’s education but her own lack of education prevented her from contributing to it. Mothers beam with pride if her child communicates well in English. The tutorial helped the brand aid mothers to positively influence her child education.

Results and Effectiveness

• • Over 2 lac people made use of the service consuming over 2300 minutes of educational content daily. • Spontaneous awareness for the brand skyrocketed – shot by almost 6 times amongst content consumers. • Over 51% of New trials for the brand came through villages with population less than 2000 people • Average endorsement for the brand went up by 15% , ‘Brand I Trust’ scores doubled • Scores on ‘is a good quality hair oil’ shot up by 36% • Association with the cause of education grew by 43% • Retention rates shifted from 40% to 64%

Creative Execution

We launched the first ever - Angrezi Mobile Pathshaala (English Mobile School), a voice-based educational platform teaching English in a fun-filled manner, free of cost. A missed call on 08055667788 ensured a call back and the child began learning immediately. Our character - ‘Shanti didi’ (translates to ‘elder sister Shanti’) – taught kids words like ‘please’, ‘thank you’ and their usage in daily life. All 9 modules were jingle-based and could be replayed for easy retention as well as recommended to friends by keying in their numbers. Brand messages were played in between, the module content incorporated brand benefits as well.

Insights, Strategy and the Idea

Residing in rural Indian villages, consumers were experiencing a phase of identity renovation. Women were gradually getting exposed to progress through positive changes in the world outside and started taking charge of their families’ and children’s progress. She was drawn towards the brand since it was affordable and over the years 2% of the cost of each bottle went towards the cause of children’s education. The consumer was situated in media dark pockets and plagued with electricity shortages but the penetration of mobile phones was more than double of traditional media. Hence, we chose mobile as the media channel.