A moving smile.
Creating a movement for better oral hygiene and winning smiles for Oral-B
The Challenge:
There’s nothing that quite says it like a smile. Something that was very apparent to the Brand Managers of P&G’s oral care brand P&G. Yet people in India were not overly concerned about oral care and don’t visit the dentist unless they absolutely need to. What was needed was an incentive to visit a dentist while not appearing to be too daunting.The Work
The Solution:
The Smile India Campaign was a 360 degree campaign that combined digital, print, in store and offline activations. The core idea being protect your smiles with India’s ‘Smile Ambassador’, Madhuri Dixit. A well known film personality, she was the true anchor to the campaign. The second and third iteration of the Smile India Camapaign was to be run on P&G’s multi-brand platform Reward Me.Smile India Movement 2:
The second edition of the Smile India Movement saw people being asked to pledge to protect their smiles. They could then provide their details and go for a free medical check up in one of the pre-selected clinics.
Smile India Movement 3:
In the third edition of the Smile India Movement, contestants were asked to share their smile stories with a relevant picture. Lucky winners could win a iPad and the chance to meet Madhuri Dixit in person.
The Experience
Project Diary:
A project to smile about
The Smile India initiative started out as a simple microsite for the brand manager of Oral-B. This same manager also happened to be my key client when it came to all matters concerning our CRM initiative Reward Me. It was thus with great pleasure that I could strip away any middle layers and work directly with such a capable assistant brand manager as Ritu Mittal. She has been suitably impressed with the work we were doing for Reward Me that she was willing to have us develop this work for Oral-B and integrate it into our website. Leveraging a celebrity smile and the expertise of local dentists, meant excellent participation and resulted in the initiative turning into a yearly calendar event.