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  • LOTUS :
    LOTUS ROOTS
  • CATEGORY :
    BRAND EXPERIENCE LOTUS
  • ENTRANT COMPANY :
    VML, MUMBAI
  • TITLE :
    AROGYA BINDU
  • BRAND :
    MAXX FLASH
  • ADVERTISER :
    MAXX FLASH
  • AGENCY :
    VML, MUMBAI
  • CHIEF EXECUTIVE OFFICER :
    SAURABH SAKSENA
  • CHIEF CREATIVE OFFICER :
    MUKUND OLETY
  • CREATIVE DIRECTOR :
    RAHUL D CRUZ/APPAR GROVER/MAHESH AMBALIYA/KRITI TIWARI
  • ART DIRECTOR :
    VAIBHAV BHAVE/RAUF SHAIKH
  • COPYWRITER :
    SAURAV ARYA
  • ANIMATOR SPECIAL EFFECTS :
    RASHMIK PATEL
  • DESIGNER :
    RUKAIYA BHINDER
  • CULTURAL CONTEXT EXPLANATION :
    The ‘Kala Teeka’ (kohl dot) has been a tradition passed down from one mother to the next. This simple dot is believed to have the power to protect newborns from death, diseases and evil spirits.
    It’s a ritual among mothers to apply the ‘Bindu’ (dot) immediately after the baby is given a bath or before taking the baby out. It is applied to the most exposed parts of the baby’s body- behind the ear, on the forehead and under the feet.
    This tradition is especially prevalent in families living in tribal settlements that come from lower economic groups. Their homes are built around water sources that become breeding grounds for mosquitoes. Without proper windows and doors in their home, it’s impossible for them to protect themselves from mosquitoes, leaving their vulnerable newborns exposed to these life-threatening diseases.
  • CAMPAIGN SUMMARY :
    Mothers living in tribal regions do not use mosquito repellents. They’d rather put their faith in tradition to protect their newborns.
    So we used the existing ritual of applying the ‘Kala Teeka’ (kohl dot) practised by mothers in these regions to protect their kids from diseases and evil spirits and reinvented it to offer real protection.
    Adoption of Arogya Bindu increased amongst the mothers within 4 weeks. More than 50000 hesitant mothers started using Arogya Bindu after observing the benefits it provided to the already-using mothers and neighbours.
    Making Arogya Bindu a significant part of the mother’s life.
  • CREATIVITY/IDEA/INSIGHT :
    Maxx Flash is one of the only brands in the mosquito-repellent segment that offers consumers an innovative and non-toxic product range. To help families living in tribal settlements, we tapped into their existing behaviour. Mothers across India believe that applying a ‘Kala Teeka’ or a ‘Bindu’ (kohl dot) to their newborns will protect them from diseases, deaths and evil spirits.
    Instead of challenging an age-old tradition, we reinvented it to create a mosquito-repelling formula. We took the traditional formulation of soot and fused it with eucalyptus and citronella oil extracts to create ‘Arogya Bindu’ which protects the children from life-threatening mosquito-borne diseases.
    Arogya Bindu is 100% safe for the baby’s sensitive skin and protects the baby for up to 4 hours. It is made with ICMR (Indian Council of Medical Research) approved natural ingredients.
  • STRATEGY :
    We spoke to young mothers across tribal regions of Maharashtra and Gujarat to understand their challenges with the mosquito menace.
    Adoption – Illiteracy along with cultural biases stop mothers from trying and trusting new products. They are always cautious when it comes to trying new products on their babies. Purchases here work on word-of-mouth recommendations.
    Accessibility – Medical and health facilities are sparse and the nearest store offering mosquito repellents and nets is located up to 10 km away.
    Arogya Bindu is built on a cultural ritual practised by mothers to protect their newborns. We wanted to drive adoption by being respectful of her beliefs.
    Using ASHA workers to distribute Arogya Bindu, we made sure that the solution reached the mothers directly. The ASHA worker’s credibility further helped us drive adoption in the village.
  • EXECUTION & CRAFT :
    While the product is designed to help protect the baby, it talks to the mother.  We understood her bias towards the ‘Kala Teeka’ superstition and wanted to design a product that was respectful of her traditions but aided in the protection of the baby.
    Arogya Bindu uses the traditional chemical-free formulation of kajal (kohl) but brings in the efficacy with ICMR (Indian Council of Medical Research) approved natural mosquito-repellants making it 100% baby safe.
    Research and development started in August 2022, as malaria and dengue cases were on the rise.
    After understanding the consumer’s barriers, we started developing the product in October 2022.
    The child-safe formulation was developed in December 2022, after which trials and tests were done.
    Distribution of the product with ASHA workers started from March 2023 onwards.
  • RESULT :
    We reached close to 57% of new mothers in tribal areas of Maharashtra and Gujarat.
    Popharan, Ketkhadi and Bawda districts saw a steep reduction in cases among infants in the months of March and April. These regions now no longer fall under hot spots for mosquito-borne diseases which are tracked by the local authorities.
    Adoption of Arogya Bindu increased amongst the mothers within 4 weeks. More than 50000 hesitant mothers now have started using Arogya Bindu after observing the benefits it provides to the already-using mothers and neighbours. More mothers are now reaching out to ASHA workers to try the product themselves.
    Seeing the product's efficacy, the village heads from Popharan and local healthcare workers (ASHA workers) from Ketkhadi and Bawda have further encouraged the use of Arogya Bindu. This has helped build a stronger recall and salience for Maxx Flash in the region.