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Badhte Kadam 2

Client Profile

Leading massage oil brand of India

Concept & Execution

Socio Mind has always been a constant supported for brands that are trying to make a difference during the pandemic.

Dabur Rheumatil Oil in association with Socio Mind conducted a purpose-drive campaign, ‘Badhte Kadam’ for senior citizens of Uttar Pradesh, especially in the state of Allahabad, Lucknow, Varanasi and Gorakhpur. The brand focused on the issue of old age citizens, who are willing to vote, but are hesitant to go to the voting booths only due to their leg joint pains. Dabur Rheumatil Oil solved their issue of pain by arranging a pick and drop car facility and offering them foot massages after they vote; thus, easing out the voting process for senior citizens.

Social Outcome

  • Increased senior citizen voters in Uttar Pradesh
  • Established an emotional connection

Marketing Outcome

  • Created brand engagement with lakhs of people
  • Built brand reputation for contributing to a noble and thoughtful cause

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