We created “John-aur- Kaun (Who-will-star-with-John?) a reality show for kids in association with a leading kid TV channelWe drove REGISTRATION through TV promos, entry forms/posters in store and a purchase-led-offer that enabled contestants to fast track registration,. We made AUDITIONS a fun environment encompassing mothers & kids with free dental check -ups/grooming sessions and photo-opportunities with John. We built brand benefits through “Best smiling kid’ contest and numerous vignettes highlighting “everlasting smiles” on TV

Oral B has become the fastest growing oral care brand in India. Sales shot up by 50% & market share by 2.5%. It moved from being the No.3 brand to the No.2 brand in critical markets. The media ROI indexed 210% to investment