A Unique Fusion of BTL Activation & Noble Causes…

With all the safety measures, Mindwave Media a leading BTL marketing company launches new and distinctive campaigns for two different brands of Dabur India in Uttar Pradesh and Bihar during the Covid-19 phase. We took all the precautions and safety measures to make these activations safe and sound.

So, what were these campaigns all about? Why are we calling them as a fusion of activation and noble initiative?

Campaign 1:

Being healthy is the new normal. Dabur India Ltd. has always been a health centric brand and therefore, we designed a campaign plan that revolved around encouraging people to take care of their health.

Mindwave Media conceptualized and executed a purpose-driven health awareness campaign, ‘Ashokarishta – Rakhe Khayal Apna Bhi’ for Ashakorishta, a health tonic for women manufactured by Dabur India. As the name suggests, women never prioritize their health. For them, the well-being of their family is of utmost importance and their health comes secondary. Recently, it was observed that there was a huge gap in male vs female vaccination ratio. This is because of the misconceptions like pregnant woman should not take vaccine, vaccine affects the infertility etc.

Dabur organized free health camps in 100 Pink Police Stations across Lucknow, Gorakhpur, Allahabad and Varanasi, where renowned Gynaecologists from the city advised the Pink Brigade team on various health issues related to women. We touched more than 50,000 women. Our activation idea was a small step towards bridging the gap of vaccination ratio.  

Rajat Mathur, AGM, Consumer Marketing and Innovation of Dabur India Ltd. says “We thank Mindwave Media to support this noble cause. Dabur is committed towards its motto of being ‘Dedicated to the Health and Well-Being of every household’ and this initiative has enhanced our mission. Through our ‘Rakhe Khayal Apna Bhi’ campaign, we are seeking to boost the health of women who selflessly serve their family and the society”.

“Our concept of the campaign was designed keeping the Covid-19 situation at the centre. Experiential Marketing is a great way to hit the right chord, but an activation in the face of good deed makes a lot more difference to the brand image and most importantly, the society,” says Mr. Rajesh Radhakrishnan, Director Sales and Marketing, Mindwave Media.

The story doesn’t end here…

Campaign 2:

The doctors are valued, the policemen and the nurses…but, how about the ambulance drivers? Were their efforts valued? Have they been thanked enough? We don’t think so…

Dabur Rheumatil Oil in association with Mindwave Media took a step forward to thank the ambulance drivers of Uttar Pradesh and Bihar, who were selflessly serving the public during the dark phase of second wave. We named the campaign as “Rheumatil Ke Saath Har Pal Taiyaar Hum” because they were always ready to aid the Covid-19 patients without thinking of the time or themselves or their family.

This generous attitude was reciprocated by collaborating with Dial 108 and Dial 102 to get free foot massages on makeshift stages to those ambulance drivers in 10 Government Hospitals of severely impacted cities of Meerut, Lucknow, Kanpur, Agra, Prayagraj, Allahabad, Varanasi, Patna, Muzzafarpur and Purnia. The campaign was conducted in the campus of the hospitals, touching the hearts of around 50 drivers.

Dabur India Ltd Marketing Head-Ethicals Dr. Durga Prasad said: “First of all on behalf of Dabur Family, we would like to thank the Ambulance Drivers for their 24/7 services for us. In spite of several problems, they leave no stone unturned to bring the patients at the hospitals on time. Ambulance drivers work day and night to make sure that patients reach hospitals. They are always there with the patients’ families when they are in panic and looking for the beds. This shows the emotions and responsibility of the drivers for the patients and their families in critical time. Apart from emotional pain of looking at people losing their loved once, they also go through immense physical pain in the legs, ankles, joints and back. Keeping this in mind and to honour the Ambulance Drivers for their dedicated service for us, we have launched ‘Rheumatil Ke Saath Har Pal Taiyaar Hum’ campaign to provide free Massage to Ambulance Drivers.”

“Combining activations and noble deeds turn the tables of promotion. After all, an excellent marketing tactic is that you don’t let your audience know that it is marketing”, states Mr. Rajesh Radhakrishnan.

Mindwave Media is a decade-old, Mumbai-based integrated, 360 degree Digital Marketing Agency and BTL Marketing Company that is into Digital Marketing, BTL Activation, Brand Consultation and CSR Conceptualization and Execution. To conduct such purpose-driven and thoughtful campaigns, get in touch with Mindwave Media on +91-9561068555. We are happy to help you.

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