Results and Effectiveness

14,799,652 total missed calls 1,540,345 Unique Caller Average cost per call was Rs. 0.27 (27 Paisa) In the end the brand saw a 300% spike in sales For the 1st time in India Missed Calls were used to engage the audience in a media dark region. We had used a simple consumer insight to create a successful campaign.

Creative Execution

We chose voice as our weapon of communication as it crosses literacy barriers. The idea stemmed from a practice adopted by mobile users in India to save money… The Missed Calls. Indians give missed calls to user in a bid to save money. This insight gave birth to “Missed Call deejiye, muskurate rahiyae”- a campaign aimed at rural Indians. To amplify the idea the brand ambassador Salman Khan campaigned about the activity. He urged users to give a missed call. The messages were created in 30 different languages. This helped us reach out to a larger audience. Our brand ambassador was famous Indian movie star Salman Khan who added his charm in turn amplifying the campaign. The ingenious IVRS Application recognizes the region of the call and relays content in the language.

Insights, Strategy and the Idea

The marketing objective was to reach consumers in media dark areas of UP and Bihar. We had to increase Share of Endorsement for Wheel on fragrance in the respective geographies. The rural areas of Uttar Pradesh & Bihar States are largely media dark with very low print, TV and radio reach. Research showed mobile penetration is as high as 40% and is growing at 18-20% p.a in rural India. But very few people in UP and Bihar read SMS’s and majority were ignorant about GPRS. The TG (men & women above 15 +) made optimum use of their phones. Even though people have TVs they do not have power to run them. In turn mobile becomes the entertainment device.