O&M bags WaterHealth India

O&M, Hyderabad, has bagged the advertising duties for WaterHealth India, an organisation which provides clean and affordable water to people who have little access to such water.

The pitch for the business happened in early August 2006. The names of the other agencies in the fray could not be ascertained. This is the first time that WaterHealth will be advertising itself in India. Industry sources estimate the size of the business to be Rs 2-3 crore.

Priya Kapur, marketing manager, WaterHealth India, says, “Our target audience will be people who live in the rural areas and do not have proper access to pure drinking water.” These areas will be targeted through local governments and village panchayats. In all, WaterHealth India plans to reach out to 2,60,000 people in 70 villages by the end of 2006 and 300 villages by the end of 2007.

“O&M won the account because they showed a deep understanding of rural India with an accurate communication plan,” says Kapur.

Apart from the use of some unorthodox media, the media mix will consist of all the conventional advertising media such as television, radio, press, outdoor and below the-line-activities.

For the record, WaterHealth International (WHI) provides innovative business solutions to make safe and affordable drinking water available in the most remote and underserved communities. As part of its normal business practice, the organisation invests in health and hygiene education programmes to combat waterborne diseases.

© 2006 agencyfaqs!