Three-fold creative strategy:1. Create context for ORAL-B to be associated with superior oral healthA nation-wide A C Nielsen survey was used to bring forth the abysmal status of oral hygiene in India. These credible factoids were used as a trigger communication across mass media to generate awareness and raise eyebrow of average Indian.

2. Establish Oral-B’s credentialsORAL-B joined hands with IDA and 10,000 dentists to make India hear about oral-hygiene straight from horse’s mouth. Free Dental check-ups were conducted at the grass-root level to educate consumers. Association with dentists boosted to the fact that ORAL-B is the brand dentists themselves use most-often.3. Amplify thru’ media tie-upsGuinness -world-record was created in conducting maximum number of free-dental-check-ups by ORAL-B. Multimedia and its credible spokespersons i.e. TV anchors, celebrities, RJs, Print advertorials were used along with dentists Free coverage worth INR 100 million against INR 0.92 million invested.

1. Sales increased by 50% higher than planned and 38% higher than corresponding period last year2.Association of ORAL-B with the equities of “The brand for people like me “& “Used by dentists” grew by 29%.3. Aided awareness of ORAL-B FDC grew by 47% and aided awareness for ORAL-B Smile India Movement was 24% in the first year of the movement 4. Broke Guinness World Record for conducting the largest number of free dental checkups in 24 hours at a single location5. Whopping 10,000,000 people signed up the pledge