{"id":219,"date":"2015-07-15T16:39:51","date_gmt":"2015-07-15T08:39:51","guid":{"rendered":"http:\/\/rubikazariah.com\/behindthecube\/?p=219"},"modified":"2015-07-15T16:39:51","modified_gmt":"2015-07-15T08:39:51","slug":"keep-smiling-oral-b-smile-india-movement","status":"publish","type":"post","link":"https:\/\/rubik.blog\/portfolio\/keep-smiling-oral-b-smile-india-movement\/","title":{"rendered":"Oral-B Smile India Movement"},"content":{"rendered":"

\"oral_b_headers\"<\/h2>\n

The Challenge:<\/span><\/h2>\n

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.\u00a0Yet 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.<\/p>\n

The Solution:<\/h2>\n

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.<\/p>\n

Smile India Movement 2:<\/strong><\/p>\n

The second edition\u00a0of the Smile India Movement saw people being asked to pledge to protect their smiles. They could then\u00a0provide their details and go for a free medical check up in one of the pre-selected clinics.<\/p>\n

Smile India Movement 3:<\/strong><\/p>\n

In the third edition\u00a0of 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.<\/p>\n

[metaslider id=150]
\n&nbsp<\/p>\n\n\n\n\n\n\n\n
<\/td>\n\"Creative<\/td>\nCreative Direction<\/td>\n\"\"<\/td>\nInformation Architecture<\/td>\n<\/tr>\n
<\/td>\n\"Art<\/td>\nArt Direction<\/td>\n\"Strategy\"<\/td>\nStrategy<\/td>\n<\/tr>\n
<\/td>\n\"Copywriting\"<\/td>\nCopywriting<\/td>\n\"Project<\/td>\nProject Management<\/td>\n<\/tr>\n
<\/td>\n\"Social<\/td>\nSocial Media<\/td>\n\"Client<\/td>\nClient Management<\/td>\n<\/tr>\n
<\/td>\n\"Pitching\"<\/td>\nPitching<\/td>\n<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

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.\u00a0Yet [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":220,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[19,22],"class_list":["post-219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-websites","tag-fmcg","tag-pg"],"_links":{"self":[{"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/posts\/219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/comments?post=219"}],"version-history":[{"count":0,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/posts\/219\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/media\/220"}],"wp:attachment":[{"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/media?parent=219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/categories?post=219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rubik.blog\/portfolio\/wp-json\/wp\/v2\/tags?post=219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}