CategoryA03. Targeted Ambient Media: Small Scale
Media Agency 2 MINDSHARE Mumbai, INDIA
Entrant Company MINDSHARE Mumbai, INDIA
Media Agency MINDSHARE Mumbai, INDIA


Name Company Position
Miloni Patel Mindshare Director Strategy
Vinish Mathews Mindshare Partner Partner Client Leadership
Zubin Tatna Mindshare Principal Partner, Strategy Lead
Divya Ramakrishna Mindshare Manager - Invention

The Brief

This case demonstrates how a ‘flyer’ can make a difference in getting brand trials. You will see that by targeting contextually relevant locations at a time when the consumer is most vulnerable can change behavior. Mumbai city is a priority for Pepsodent due to its large potential target audience base. However it is highly fragmented and mass media is very expensive. Street food is very prevalent and the ‘bhel’ (i.e. the most popular snack) tends to stick between people’s teeth making them susceptible to cavities Therefore the target became consumers of street food and the medium, an innovative flyer. The flyer was given to him in the form of a ‘wrapper’ in which he received his bhel. As he ate the bhel, he realized that there was interesting and relevant message for him. By directly targeting the consumer a new medium was also created.

Creative Execution

Street food causes cavities making it relevant for Pepsodent to be present at these locations One of the most popular snacks is the “bhel”. It is a mix of puffed rice, tomatoes, onions, spicy chutney and fried vermicelli Now “bhel”, has a bad habit of sticking to one’s teeth, which increases the risk of cavities. Furthermore, cleanliness and hygiene is not associated with street food. This posed a perfect context to land Pepsodent’s message of good oral health. The bhel is served in old, sometimes dirty newspapers Pepsodent replaced this paper with hygienic bio degradable paper, printed in ‘edible ink’. Over 30 days, 48 ‘bhel junctions’ across Mumbai spread our message throughout the day. Illiteracy being rampant, substantial amount of man hours were spent on training and rehearsing with the vendors to ensure the message was well comprehended and passed on to consumers uniformly. Campaign ran as per original plan.

Describe the creative solution to the brief/objective.

The brand needed to gain share by chasing competition users. These consumers are very habit driven and don’t experiment with brands. Toothpaste is a ‘replenishment’ purchase so the same brand is bought month after month. Toothpaste advertising was falling on deaf ears. The need of the day, was to make the brand stand out and be noticed. Direct marketing would drive relevance as it was contextual and would be received by the consumer at the moment of truth.This campaign was relevant for the client as it gave the brand a new medium which was extremely replicable and deliverable at scale.


• Our goal was to increase trials and we delivered o Our ‘Brand ever used’ score went up from 68% to 78%. A massive 1000 basis point increase (Source: Millward Brown) o The score on unaided awareness increased by 200 basis points (Source: Millward Brown) • Over 100,000 consumers were reached. • The reaction of the consumers was so overwhelming, that we captured them on camera and repurposed it as short form content for Youtube and social media. • The campaign video gave us an additional 13 Million impressions and 1 Million clicks in just 10 days. Campaign VTRs (View through Rate) were @ 17%, 3 times the FMCG Industry average. The campaign garnered PR Coverage across leading dailies and digital press! Pepsodent created a new media vehicle to double up as an advertising medium at the moment of truth that was relevant, contextual and is easily replicable across geographies.