In a key market - Kolkata, we focused on 'Addas'– congregations of women outside children’s schools. Women wait for kids to finish school, and occupy themselves with gossip & discussion, largely focused on kids & family. We decided to use Addas to interact with mothers. Celebrities were brought down to key schools (70 schools covered) to talk to women through illustrated flip charts about the ill effects of lice and factoids on lice. Correct usage of the product, and its action on lice was also demonstrated.

The activity created huge word-of-mouth among relevant, focused audiences. It also helped take the problem out of the closet into a more public arena, which has longer-term positive repercussions for the brand. Collectively, as a result of this & other media support for the brand, average sales in the market increased (six months post event) to three times of the base (six months pre-event).