JAGRUTI

Objective
OPERATION Jagruti, a village consumer contact campaign was launched with the objective of massive rural penetration targeted at the non-users and infrequent users of dentifrices.

Strategy
that includes- sampling and seeding exercise for Colgate products, to create awareness about the  oral health care products highlighting the benefits of better oral care habits.

Activation
30 branded units were deployed as the part of activation. Door-to-Door sampling (Tooth brush, Tooth paste & Tooth powder) & Trials were done. TG was educated on usage of Tooth powder vs. Coal. Extensive merchandising was done at retail outlets & at the villages. Stock placed at the outlets.

Result
Increase in Sale as RO’s start keeping more stock
Changed TG’s perception of using coal for cleaning teeth’s.
Stock placement at 4 lacs. RO’s.
Opened 1.20 lacs. new RO’s.