Raahil Chopra
May 14, 2019

I-Com Global Summit: Lifebuoy, Pepsi's case studies

Mindshare's Rituparna Dasgupta explains the 'adaptive data lighthouse' and 'miles and meals'

I-Com Global Summit: Lifebuoy, Pepsi's case studies
Rituparna Dasgupta, principal partner strategy, Mindshare India presented two of  Mindshare India's shortlists at the Data Creativity Awards, part of the I-Com Global Summit 2019.
The first one was for Lifebuoy. 
Mindshare India created the 'adaptive data lighthouse'. The agency looked to use data and the mobile phone to reduce incidents of life threatening diseases in rural India. 
Dasgupta explained, "70 per cent of Lifebuoy's sales come from rural India. The adaptive data light house is an infection alert system (IAS).  Half of the deaths of children in rural India are causes by diseases that can be cured. Indians primarily eat and feed their children with their hands and do not use cutlery." 
She added, "Reaching rural consumers has always been a challenge for brands. TV reach is only 29 per cent. Low literacy rates make OOH and print, a bad option too. Rural India is data dark too. But, there are feature phone which are used by 79 per cent of rural India. This media has six times higher reach than any other media."
With this background, Lifebuoy rolled out 'the adaptive data lighthouse' – an infection alert system for rural India. 
Dasgupta explained, "We tapped into government of India’s data from 34,000 rural community health centres. The data was unstructured and maintained in paper form in local languages. These were digitised. We saw historical data and hyper local targeted villages. We had warning calls for this which had a high risk. We had eight million calls every week to rural India contextually about the disease in their village and how hand washing would help."
The result saw that 1,78,000 diseases were reduced in the states of UP and Bihar during the time the campaign ran. 
Pepsi - miles and meals
The second case Dasgupta explained was about Pepsi using food pairing as a growth opportunity.
She said, "We looked to establish Pepsi as the perfect accompaniment among millennials driving incremental sales. On ground, two out of three eateries didn’t carry Pepsi. It was difficult to get street side or organised eateries into exclusive deals. With food habits diverse across the country, we couldn’t have one standard message."
So Pepsi looked to long distance trains as that cut across the diverse country.
Dasgupta explained, "Every day 20 million people travel by trains in India. Traditionally trains saw pantry services serve meals. We created a unique partnership for on-board meal delivery. A mobile third party app called the RailYatri was used for rail booking. We used mass media and digital marketing for Rail Yatri app. Those who booked using the app, shared their information on it and we analysed this to deliver food combinations that the passenger may like and gave Pepsi as a combination." 
She added, "We had 100 plus combinations basis the data. Perfecting delivery mechanism with warm food and chilled Pepsi was a challenge which was perfected through a mobile centric tech solution."
She further added that Pepsi reached out to 7.8 million customers through the campaign and sold five lakh bottles via combo meals. 
Campaign India

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