Navratan Oil activation

Hi Friends,

It's been some time that I have posted new thoughts, ideas and trends. I have been travelling and am back with a bag ful of insights to share. Meanwhile Vivek Dwivedi of Rural Connect has shared the activation done for Navratan Oil from Emami. Please send in your feedback and also any new trends and ideas you have seen and witnessed in either the rural or urban markets.

Navratan Oil Backgrounder:

In small towns and villages there's a common meeting point for people to gather to gossip / share information / play cards / talk about the country and problems, gossip about films and movies / crack jokes / share even personal problems in some cases, political issues. Every thing under the sun is discussed. These common points are Addas or chaupal.

ADDA’s are identified to be the most interesting and common location where NRO(Navratan Oil) audience can be found and that’s where we planed to contact , engage & excite them with free Champi to all.

To implement this initiative we identified the location where 6-7 or more people can be contacted in a day. We were equipped with one champiwala(barber) along with a moderator( a graduate & well conversant in local language) and a sales supervisor in a branded van with ready stock.
In the case of women audience, the barber just puts the oil on their palm so that she herself can massage the oil on her head and feel the difference of NRO, however the job of sales supervisor was to ensure he availability of NRO and cool talc in the retail outlets of that village.
The activity covered 100-125 champi per day per van and 25% of sales growth especially in case of small packs and sachets showed very good response in eastern parts of UP and after the rains they are planning to replicate this initiative in other parts of UP and major parts of Bihar.