Brief Explanation

Strategy In the North Indian state of Uttar Pradesh, a large number of people still prefer the use of tooth powder over toothpaste. Pepsodent wanted to find a way to get into the homes and onto the toothbrushes of the people of this large, untapped market. We knew reaching out to them through traditional media channels was going to be an uphill challenge and we also knew that the region had very limited sources of entertainment and music topped their list. People enjoyed listening to local, Bhojpuri (the regional language) music on the mobile phones and waited for radio stations to play the tunes they loved. So we created an on-demand music consumption module that gave people the kind of music they liked, whenever they wanted. All the user had to do was leave a missed call on a promoted number and they’d get a call back within 30 seconds and could listen to a Bhojpuri song. Execution We created 4 Bhjopuri songs, releasing one a week. These were not copies of already popular numbers but new and original content that the target audience loved. These songs were very subtly branded with Pepsodent being part of the lyrics, also promoting the freshness and confidence the brand talks about, yet managing to add the local flavour and Bhojpuri nuances the audience crave. To extend the reach of the campaign, we also introduced an OBD (Out Bound Dialing) calling thousands of mobile phones across the state. On answering, Manoj Tiwary would introduce himself and the concept followed by the song of the week. To add to the genuineness of the campaign and instantly promote it to the masses, we roped in one of the most iconic Bhojpuri personalities of all time, Manoj Tiwari. To add to it, 100 lucky winners stood a chance to win 20 mins worth of free talk time every day! Pepsodent Smile campaign Phase 1 • A Press release and an interview with Manoj Tiwari was held at the Lucknow Station. This was done to reach out to people on the go. • Post this there were various radio spots on Big FM with the Manoj Tiwari promoting the song as his favorite song and asking people to call on the number to listen to the song for free and win a chance to get 20 minutes of talk time. Phase 2 • Mobile Outbound Dialing (OBDs) were conducted in media dark areas as well as other key markets • OBDs started of by Manoj Tiwari introducing the song and the gratification with the option of pressing 1 to listen to the song for free • Along with OBDS users were also sent SMSs with the number on which they should call if they wanted to listen to the song for free Results Our aim with the campaign was to reach 1 million users over its entire duration. While the campaign is still in progress, in just 25 days it has already reached 1.7 MILLION users including 1.2 million unique visitors with an impressive 30% reengagement ratio.