HOW DO YOU GROW THE CORE PRODUCT BY DRIVING NEW CONSUMPTION OCCASIONS?

Brands can grow in either of 2 ways.
A. DRIVE PENETRATION- Recruit new users.
B. DRIVE CONSUMPTION- Drive new occasions for usage. So DABUR HONEY could drive morning consumption to get slim. CADBURY DAIRY MILK could drive spontaneous adult consumption to celebrate joyous moments.

An example.

In 2015, ODOMOS CREAM, a legacy brand enjoyed evening usage on kids when they would play outdoors to protect them from mosquito bites. This habit rode on the Insight that malaria causing mosquitoes bite in the evening.

Another medical threat was Dengue. And Dengue causing mosquitoes bite in the day when kids are in school. Moms would address the same with the use of full sleeved clothes and the belief that kids are indoors in classrooms.

MORE IMPORTANTLY, DENGUE MOSQUITO BEING A DAYTIME ISSUE, HAD LOW AWARENESS.

It was decided to:
A. Educate moms on dengue causing mosquitoes biting in the day.
B. Position Odomos as a cream to be applied on kids before school in the day.

BRAND/CREATIVE/EXECUTION IDEAS.
BRAND IDEA: Daily application on kids pre school.
CREATIVE IDEA: Odomos as a part of the school uniform.

Communication was crafted to be distinct from category codes(Settings, Narratives, Visuals) while still dramatising product and being enjoyable, distinctive and well branded.

EXECUTION IDEA 1: Employed a school drill setting where a kids uniform etiquette was dramatised to discover he had not worn/applied Odomos.

A chorus of kids singing, ODOMOS NAHIN PEHNAA TOH GHAR PE REHNAA, was a sticky Creative magnifier device that was enjoyable, distinctive, broke clutter, well branded, had a call to action, and would enable recall and trial.

EXECUTION IDEA 2: Employed a mom with kid trying to rush outdoors for play in an evening setting. It advocated a behaviour of forceful application inspite of resistance mirroring a real life problem that moms face- RESISTANT KIDS. It also plugged multiple range extension formats.

CORE RANGE EXTENSION.
Trial barriers were addressed with new products, to add to the CORE THICK CREAM format.
– GELS for light, cooling sensorials
– LOTIONS for easy spreadability
– SPRAYS for non messy application
– PATCHES/BANDS for kids play value.