Background

GSK’s ENO is the biggest brand of antacids in India. Rural India remains a big untapped market and every marketeer wants a piece of this pie. As part of its strategy to penetrate deep into rural India, ENO has been strengthening its presence in rural India not only in the marketplace but also in the mind of the prospective consumers. ENO wanted to do a campaign to connect with rural Indian audiences, engage with existing older GenX demographics as well as create awareness in younger audiences in rural and semi-rural areas.

Describe the creative idea

The comics based on Chacha Chaudhary and Sabu were hugely popular in rural India back in the 80s and 90s. Chacha Chaudhary, known for his folksy wisdom and Sabu for his immense brawn and appetite. They're the Mickey & Donald equivalent of Hindi speaking India. Sadly, unlike their American counterparts, they had not embraced the digital revolution. Seeing an opportunity to connect acidity (the problem that GSK’s antacid Eno solves) and rural audiences, both older GenXers who are nostalgic about Chacha Chaudhary and digital native younger Millennials and Gen Z for whom the campaign would serve as an introduction to this forgotten world of Indian Comics. Idea: “Chacha Chaudhary and the Acidity Attack!” - a series of 42 comic book inspired mobile-first creatives including Insta-comics, animated videos, Whatsapp stickers, interactive Instagram stories. To herald the re-boot, Instagram also welcomed and honoured Chacha Chaudhary with its blue tick verified handle.

Describe the strategy

Internet bandwidth is a major problem in rural India coupled with the usage of feature phones. We designed different creative units to carpet bomb the whole spectrum of people. A 3-pronged mixed asset strategy was deployed across Facebook, Instagram and Whatsapp to reach out to Male & Female, GenX to GenZ (22 - 45 years old) Rural Indians. 1) Ads for Basic Devices with 2G network: Built Statics and Cinemagraphs 2) Ads for 4G Devices: Built Short form videos, Instagram Stories 3) Whatsapp: became part of everyday conversations on the most popular messaging app in India through first ever branded Sticker pack of Chacha Chaudhary. These messages were shared using Facebook’s geo targeting. We used the national census data and postal code directories to identify and match rural population in the remotest villages to Facebook audiences.

Describe the execution

Campaign Duration: 06 Sept 2021- 10 Nov 2021 Placement: Facebook, Instagram, Whatsapp Reach: 23 Million Rural mobile users We transformed regular formats like Carousels, Static posts, short form videos, Stickers and Instagram stories into thumb-stopping comics that brought alive the iconic comic book characters in a completely new way. The campaign was designed for north Indian Hindi speaking belt. The situations were culturally relevant (Cricket, Wedding, Arrange Marriage, Chain Snatching, Street Food Competitions etc.) and the language had the flavor of the region. The music was also designed keeping the sensitivities and tastes of the region in mind.

List the results

23 million rural audiences reached Rural Business grew 15% faster than Urban. Lift in Ad Recall: +17.5 that is 4X Industry & APAC benchmark Lift in Message Recall +3 that is 2X of Industry & APAC benchmark 50 million earned Media and PR reach Age based results: Young Adults (22-34) Message recall 2X of the industry/APAC benchmark. Ad Recall 4X of the industry/APAC benchmark. Middle Aged (35-45) Message recall 2X of industry/APAC benchmarks. Ad Recall 4X of industry/APAC benchmarks. Association of Chacha Chaudhary with Eno: Young Adults - 22% Middle Age - 21% Additionally, the creators of the comics started getting more brand endorsements as more brands reached out to them after seeing the success of our campaign.