Nestle Print PROJECT CRADLE by Publicis Ambience Mumbai

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PROJECT CRADLE

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Industry Confectionery & snacks, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market India
Agency Publicis Ambience Mumbai
Art Director Rohit Bagga, Shwetang Upadhyaya, Ayan Das, Chitra Gupta
Copywriter Sudhir Das, Ravi Kant Tagore
Released November 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NESTLÉ INFANT NUTRITION
Product/Service: INFANT NUTRITION
Agency: PUBLICIS COMMUNICATIONS
National Creative Director: Emmanuel Upputuru (Publicis Capital)
Creative Director/Copywriter: Ritu Sharda (Publicis Capital)
Copywriter: Sudhir Das (Publicis Capital)
Art Director: Ayan Das (Publicis Capital)
Art Director: Shwetang Upadhyaya (Publicis Capital)
Art Director: Chitra Gupta (Publicis Capital)
Copywriter: Ravi Kant Tagore (Publicis Capital)
Vice President/Account Management: Ashutosh Sawhney (Publicis Capital)
Account Management: Chandni Dalal (Publicis Capital)
Account Management: Shruti Negi (Publicis Capital)
Account Management: Ankita Singh (Publicis Capital)
Production: Chiranjiv (Filmsmyth)
Production: Annapurna (Filmsmyth)
Editing: Neeraj (Filmsmyth)
Post-Production And Graphics: Sumit (Filmsmyth)
Art Director: Rohit Bagga (Publicis Capital)
Media placement: Information Booklet - On-Ground - 14th November, 2011
Media placement: Street Team Of Eunuchs - On-Ground - 14th November, 2011

Describe the objective of the promotion.
For a newborn, the first 1,000 days, starting from the day of conception, are the most critical. However, many families (especially the elders) are ignorant of this and believe in antiquated home remedies based on myths. That's why it's important to talk to new and expectant mothers and give them complete information about basic infant care and nutrition.

Nestle Start Healthy Stay Healthy is an initiative to educate new mothers about how to best take care of themselves and their newborn child, with a special emphasis on new methods and learnings of child care and nutrition.

Describe how the promotion developed from concept to implementation.
While we were already talking to mothers through paediatricians, we also needed to catch the vast majority of them who were not regular visitors to doctors. In addition, we also wanted to talk to key decision makers of the family i.e. the elders.

We designed informational literature with all the information about child care in the first 1,000 days. Whenever the eunuchs visited a newborn, they distributed it as part of their blessings. They also explained to mothers and grandmothers the importance of the first 1,000 days in a child's life and asked them to follow the booklet for complete information on how to take better care of the newborn.

Explain why the method of promotion was most relevant to the product or service.

In India, when a baby is born, eunuchs are amongst the first people to visit and bless the baby. With their strong network, they hardly ever fail to know about a birth in their colony. Plus, their blessings are taken very seriously by the elders as rejecting them is believed to bring bad luck.

In addition, in line with Nestle's belief of 'Creating Shared Value', this was also an initiative that made the usually wary and marginalised eunuchs feel good about themselves as part of the mainstream.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This was started as a pilot project in 1 town, the response of the campaign convinced Nestle to take it national.