BBC WORLD SERVICE TRUST - MADISON MEDIA PLUS

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

OBJECTIVE: To increase the use of condoms in India and encourage people to say the word ‘condom’ openly.

MEDIA STRATEGY: ‘Say-CONDOM-aloud’ opportunities were created where the consumer had to say the word ‘condom’ aloud and initiate a discussion about condoms. Buzz was created around the word by replacing the word Kabbadi with condom in the popular local sport. Consumer fancy for ringtones was targeted by leveraging the word ‘condom’ as a ringtone.

EFFECTIVENESS: As per NACO, condom sales through government channels grew by 85 million units during the campaign period.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
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4Ps B&M: AIDS charities worldover are protesting that it would be HIV positive patients, not the disease itself, which will be associated with war criminals via this campaign. Do you agree?
Silz: The bottom line is that we started a new discussion about AIDS. And that’s what we wanted to do. We did the campaign for an AIDS charity called Regenbogen e.V, which has many AIDS patients as members. They decided to run this campaign and didn’t feel stigmatised. We’ve got a lot of e-mails from AIDS patients who get the campaign right and encourage us to go on to start a new discussion about AIDS.

4Ps B&M: Are positive responses also coming?
Silz: Absolutely! We get every day, thousands of congratulations from parents, youth and HIV positive people. They like the campaign. Here are some statements... “Finally someone who really deals with the theme.” HIV positive persons wrote, “If these ads were published years ago, we would have probably not been infected.” Teachers are calling us because the video is on every mobile phone on the schoolyard in Germany. So teachers order our posters to start first lessons in talking about AIDS. They get more attention from the kids. And this young crowd is precisely our target group.

4Ps B&M: Do you think that this should be replicated across countries for AIDS awareness?
Silz: Of course! In almost every country you will find a bad guy who killed a lot of innocent people. I don’t know if you had one in India. To me, it sure sounds like a peaceful country...

4Ps B&M: Are you hoping to win a few big awards for this campaign?
Silz: We work for clients. Not for the awards.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
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