Ramadan is the most important festival on the Muslim Calendar. An annual occurrence, with a month of day-long fasting; where Muslims break their fast at a different time daily, around dusk. This time of breaking of the fast is popularly known as Iftar time.

In a rush to dig into various delicacies after a full day of prayer, millions of Muslims often forget to wash their hands. It’s a commonly known fact that ailments relating to lack of handwashing, are on a rise during Ramadan.

We decided to strategically intervene at the time WHEN Muslims broke their fast with a Lifebuoy Infection Alert System, with a simple message, “It’s Lifebuoy Time, before Iftar Time”.

Implementation:

This platform was called Multi Media Service (MMS) 2.0 and enabled video message delivery to non-internet phones. Through a first of its kind partnership involving India’s leading telecom operator – VODAFONE and IDEA along with Uttar Pradesh’s leading newspaper daily – AMAR UJALA. Amar Ujala gave us access to its opted-in database of Muslim subscribers. Vodafone & Idea subscribers from this database were sent Lifebuoy Videos through our revolutionary platform – MMS 2.0.

Timeline:

Every Friday through the Holy Month of Ramadan Muslim subscribers received a Lifebuoy Infection Alert with a video message that stated the importance of washing their hands with Lifebuoy before breaking their fast, EXACTLY FIVE MINUTES BEFORE IFTAR.

Scale:

We sent 1.5 million MMS 2.0 video messages through this unique service. And only every alternate day as an additional reminder, we also sent out 4.5 million SMS.

In Uttar Pradesh (India’s biggest soap market), we increased our endorsement score on “Protects effectively from GERMS” by 200 BPS.

The Lifebuoy campaign got an overwhelming response where the entire activity got coverage on the leading publications, worth 1 million INR during Ramadan.

Our dynamic approach helped us in not only achieve our objectives but also saw an unprecedented rise in key brand results,

In the targeted-catchment areas we saw PRIMARY OFF-TAKES jump by 382% during RAMADAN.

Lifebuoy’s market share increased by 150 BPS during RAMADAN, resulting in an overall share gain of 60 BPS nationally.