Brief Explanation

On an average, over 50,000 Indians die of mosquito-borne diseases every year. Malaria and Dengue being the most fatal. While there are many mosquito repellents available, that doesn't still serve the purpose as it doesn't kill the deadly mosquitoes. The activity was aimed to prevent the spread of Malaria and Dengue. We did this by turning a billboard into a giant mosquito zapper. That went around the affected areas killing mosquitoes cleanly.

The Brief

In Dharavi (Mumbai), Asia's largest slum, the open drains act as the breeding grounds for mosquitoes. The slum dwellers live with the deadly mosquito-borne diseases every day. As there is no specific medical treatment or approved vaccine for these mosquito-borne diseases, the only way to stay protected is to avoid being bitten. An operation was initiated against the killer mosquitoes, attempting to eradicate malaria and dengue forever.

Describe the success of the promotion with both client and consumer including some quantifiable results

We received over a 1000 calls within the first week of its launch. The slum dwellers across the city shared positive feedbacks, post the visit in their areas. The activity even worked as an awareness drive with the slum dwellers considering primary precautionary measures to combat the spread of Malaria and Dengue. Taking the operation ahead, we've planned to install permanent such billboards in the affected areas.

Explain why the method of promotion was most relevant to the product or service

We turned a billboard into a giant mosquito zapper. And promoted the helpline number through various mediums. One can call on this number and invite the mosquito zapper billboard to make their vicinity mosquito - free. The mobile billboard visited various affected areas and slums across Mumbai, including Dharavi. It's been more than a week now and the operation is still going on. - The campaign panned out exactly as we planned it.