Triton unveils new marketing plan for Mediker in Kolkata

Company press release, October 23, 2003

Mumbai

Triton Communications Pvt Ltd, one of the pioneers in breaking new ground in advertising, marketing and communications has done it once again by using the novel concept of Addas in Kolkata to create awareness and educate mothers of Brand Mediker, an anti-lice solution, from the Marico stable. Triton Mumbai has managed to identify a new marketing avenue wherein Mediker can test concepts, products and gain insights first hand.

Addas as an avenue was undiscovered and unexplored. Through the Mediker program at the addas Triton was able to increase awareness on lice, educate mothers on the impact that lice has on children's physical and mental well being and provide detailed information on the Mediker brand.

Speaking about the Adda concept and why Triton Communications Pvt Ltd decided on using it to leverage Mediker Mr Pankaj Arora, Vice President - Brand services said, "During our market visits to Kolkatta, the mention of addas came up frequently. We immediately realized that addas could be a marketing opportunity waiting to be discovered. "

Mr Jayesh Ravindranath, Executive Director, Triton Communications defined the advantages of the adda concept thus, "Addas are an excellent avenue for imparting brand messages, it can be segmented demographically and the territory has so far been unexplored." He further said that it was the presence of a captive audience and uncluttered media environment that made all the difference."

Addas is unique to Kolkatta and is a place where people meet either everyday or on designated dates. Here people meet and gossip, share information and at times even sell homemade items. Further the addas are not just restricted to women but men too have their own adda sessions

Both the Client and Agency felt the need that besides conventional media one needed to explore unconventional avenues to interact with the consumers especially since education on lice is key and the discovery that harmful chemicals are being used on children's hair to fight lice in Kolkatta.

In order to get the brand moving at a faster pace, the need to educate mothers about the effect of lice on the child's physical and psychological well-being became a paramount concern.

According to Mr Arora, "The discovery of addas outside schools was the genesis of the Mediker Kolkatta Program. We noticed mothers waiting outside schools sometimes for hours to pick up their wards. They would hire out balconies, sit under trees in one of the parent's car or even sit out on footpaths waiting for their children to finish school."

"This whole time they would chat, write down school notes, cut vegetables, stitch and even sell homemade items and discuss their experiences on different products" he further added.

The modus operandi used was thus: Mediker vans daily targeted addas outside schools. The mothers present at the addas were then taken through an audio-visual communication educating them on lice and its problems, dangers of using chemicals and pesticides for solving the lice problem and the effectiveness of Mediker, if used correctly.

The Mediker Anti-Lice Oil launched recently was also sampled amongst the mothers.

Radio Station Aamar 106.2 FM, the only Bengali station was selected to convey multiple messages about Mediker with radio jockeys traveling daily to addas and having live chats with mothers and discussing their concerns on lice.

In association with Aamar 106.2 FM very well known celebrities like Ms. Tina Mukherjee, Ms. Chaiti Ghosal, Ms. Komolika Banerjee and Ms. Piu Sarkar also visited addas to chat with the mothers present.

This whole program touched 100 schools across Kolkatta for a period of 25 days.

Addas, it seems, as a concept for one on one marketing of various brands is definitely here to stay, for sure.

For further information:

Saroj Mayadev

Abacus ICC

Mumbai

Ph: 022-2284 6083

98214 33837