RURAL MARKETING

PGDM Batch (2021-2023)

PROJECT REPORT

Study of 5 Social Advertisements

and its Impact in Rural India

Group- 3
Submitted To-: Submitted By-
Dr. NIDHI ARORA
 AWANISH MISHRA
 ANURAG KR. SINGH
 ADITYA BARNWAL
 KUNAL SHARMA
 HARSHIT JOSHI
 SUPRIYA SINGH
 SACHIN KUMAR
 RAKESH KUMAR SINGH
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 Study of any 5 Social
Advertisements and its Impact in
Rural India

1. Akshay Kumar urges every Indian to

say "NO to Nicotine"
2. “Khushion Ki Doli” by
Hindustan Unilever Ltd (HUL)
3. Beti bachao beti padhao Campaign
4. Pulse polio Campaign
5. Dabur’s “700 Se 7 Kadam” Campaign

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Akshay Kumar urges every Indian to say
"NO to Nicotine" & Promote sanitary
Napkin’s

Akshay Kumar -- the name that strikes you immediately when you talk about fitness and
Bollywood. However, of late, this Bollywood actor's name is linked to social issues thanks to his
movies in 2017.

Be it handling the social cause of open defecation with the movie Toilet Ek Prem Katha or
shedding light on the issues of women hygiene and safety during periods in the movie Padman,
which is a story of a man who invented low-cost sanitary napkins for women in rural areas. And
yet this year, he is all set to throw some light on the the most common problem affecting
millions of Indians through his movie Padman -- nicotine addiction.

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Read about things that happen inside your body when you smoke.

Smoking is undoubtedly one of the deadly problems crippling the nation. Even after the
Government has issued a pictorial warning on the cigarette packs, there is hardly any drop in the
consumption of tobacco and nicotine in the country. As against the rule of mandatory display of
85-percent pictorial warning to display on cigarette packets in the country, only 67 percent of
cigarette packets of various brands in the country display it. And once you are addicted, it
becomes way more difficult to quit smoking. The initial 72 hours after you quit smoking is
when you experience withdrawal symptoms and there are high chances of bouncing back and
start smoking again. Here are tips to deal with withdrawal symptoms if you quit smoking.

A recent movie snippet released by KriArj Entertainment showed Akshay Kumar discussing the
ill-effects of smoking on the health as he comes across a
person smoking in front of a hospital. The lead actor, who is selling pads, also explains how
buying sanitary napkins for her woman with the same money not only save one but two lives.
Watch the video to know how Akshay Kumar tries to convince a villager, who is smoking to say
not to nicotine.

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PadMan Akshay Kumar Sets Up Sanitary Pad
Vending Machine in Mumbai,

Akshay Kumar has installed a sanitary pad vending machine in Mumbai’s Central ST Bus
Depot. The star’s recent release sees him essay the role of PadMan, a movie based on the
social innovator Arunachalam Muruganantham, who invented a machine to manufacture low
cost sanitary pads for women in rural India without access and means to hygiene products.

Arunachalam’s initiative that also won him a Padma Shri, is a significant effort to spread
awareness about menstrual hygiene across India where just 12 per cent of the menstruating
women use sanitary pads and are otherwise using cloth, rag, ash, sand and husk which are very
unhygienic.

To further the cause of spreading the use of sanitary pads, Akshya Kumar kickstarted the pad
vending machine initiative in Mumbai and shared the news on social media and said, “Placed a
sanitary pad vending machine at Mumbai Central ST Bus Depot.

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 “Khushion Ki Doli” by Hindustan
Unilever Ltd (HUL)

Khushiyon ki Doli” helps to create a cost-efficient rural activation module. It involves

various personal care and home care brands of HUL. The module follows a 3-step process,
starting with awareness, moving on to consumer engagement and finally retail contact
along with the use of technology.

HUL’s Pure it touched the bottom of the pyramid by spreading awareness among the rural areas
the importance of purified water. Sarosh Shetty, marketing manager - water business, HUL,
points out that the opportunity was waiting to be exploited. 80% of all diseases in India are
water-related and affects households across income groups. “Our aim is to help provide safe
water anytime, anywhere and make it as affordable as possible”, he said.

There came a point when they knew the benefits of a water purifier but had no trigger points.
Since purifiers worked with electricity & village even now has no regular supply of electricity.
Zero B a water tap purifier also was unable to capture the rural market because a continuous
supply of water is non-existing. Pureit figured this out & innovated

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the product in such a way which functioned on battery & was worth Rs. 1800 only with a
replacement kit of Rs. 300 only. Affordable pricing with features that overcame the drawbacks
of the existing environment by HUL made the Pureit a successful product & brand in Indian
rural & semi-urban households.

The consumers in rural part of the country are time rich and devoid of entertainment therefore
providing entertainment to them while promoting their product are also some of the strategies
used by companies like Unilever. In India, Hindustan Unilever used mobile technology to create
audio entertainment for rural areas, adapting a common practice among frugal cellphone users –
the missed call.

To conserve talk time, mobile phone users dial a number, then hang up before they are charged,
although the other person can see who called. It’s a way of letting someone know you want to
reach them. In 2011, HUL exploited the practice in a pilot promotion
for its Active Wheel detergent in some of India’s poorest and most rural areas. People were
asked to call a number that cut off after two rings, so it cost them nothing.

An automatic free callback provided some comic dialogue from Bollywood star Salman Khan
and ads for Wheel. In four months, HUL got 16 million calls and Wheel sales tripled in the
region.

By 2015, it had grown to 35 million subscribers and was adding 25,000 a day. Yet another
initiative of HUL was “Palanquin of Happiness (Khushiyon ki Doli)” in 2010 and reached more
than 10 million consumers directly in more than 28,000 villages across these three states in
India. 17 In 2011, HUL extended this initiative to five states – West Bengal, Bihar, Maharashtra,
Andhra Pradesh and Uttar Pradesh, thereby covering around 70,000 villages, 25 million
consumers and 4 lakh retailers.

The main objective of the campaign is to reach out to media dark villages and connect with the
direct users (women), with HUL brand. The campaign follows a three-step process, starting with
awareness, moving on to consumer engagement and finally retail contact.

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The first step of spreading awareness is achieved through a team of promoters who head to each
village and invite the villagers to a point what is known as ‘Mohallas’. At the meeting point
‘Mohallas’ make them aware of the company, its products, their benefits & healthy & hygiene
habits. In every village, there are about 4-5 teams who conduct these events in local language /
dialect for small focused groups so that it allows for greater engagement and involvement for
the consumers.

During this activity, brands are introduced with the help of TVCs & short AV's that are played
continuously. The promoters by way of ‘live’ demonstrations bring alive the hygiene benefits of
using such brands, which in turn shall improving the quality of their daily life. To increase the
‘fun’ element and enhance involvement, promoters also conduct simple quizzes and games
around the brands and daily hygiene habits.

As part of this activation, company offer schemes both for the participating consumers and also
local retailers for generating trial among consumers, this helped in enhancing availability at
village retail point. Post the Mohalla activity, the promotes go from home to home and conduct
consumer home visits to generate trial where they offer attractive promotions / purchase
schemes to the consumers. Similarly, there is another team, which visits all the shops in the
village, which ensures improved availability and visibility of our brands.

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 Dabur’s “700 Se 7 Kadam” Campaigns

Dabur’s “700 Se 7 Kadam” Campaigns refers to with no access to toilets, people in rural India
are forced to defecate in the open- in fields, at roadsides or in bushes. Women and girls are
forced to wake up in the wee hours of the day and walk several kilometers to the outskirts of
their village to defecate.

With no toilets in the households, they are forced to hold on the nature’s call during the day and
wait for sundown to relieve themselves. Besides being a security concern, this was also a health
hazard as these open defecation sites have been turning into harbinger of diseases spread fast.

Also, the absence to sanitation facilities in schools in rural India was forcing girls to drop out
once they attained puberty. This was affecting the education levels among students, particularly
the girl child. In the recent years, the government’s Swachh Bharat Mission has played a key
role in catalyzing the conversation around sanitation, right from the streets to the boardrooms of
Corporate India.

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Dabur’s Sanitation programme – christened ‘700 Se 7 Kadam’ – to achieve the open
Defecation Free status. With this, Dabur is now course to achieving its target of ensuring Open
Defecation Free status for at least 5 villages and constructing 1,200 household toilets in the
2016-17 financial year.

Dabur India Ltd CSR Head Mr. A Sudhakar said : “At Dabur, we believe that an organization’s
true worth lies beyond its business, and is best reflected by the service it renders to the
community and the society. One of the major problems in villages is lack of sanitation facility
and women are the major suffer from it.

While keeping the thought in mind, we started a project for promoting sanitation with
construction of household and school toilets and also run awareness campaign in schools and
villages. Today, I am very happy to announce that we have made one village ‘Open Defecation
Free’ in Uttar Pradesh under our ‘700 Se 7 Kadam’ initiative.”

Dabur’s ‘700 Se 7 Kadam’ initiative seeks to protect the dignity of women in rural India by
bringing toilets closer to them. Women in rural India have to get up early and walk a long
distance to relieve themselves. With no access to household toilets, they are forced to hold on
to nature’s call during the day, resulting in health issues. Under this

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initiative, Dabur provided financial support for construction of household & school toilets in
villages in Uttar Pradesh, Uttarakhand and Himachal Pradesh. This programme also sought to
build a clean and hygienic environment through various awareness programs in schools, slums
and public areas.

In the first phase of this programme, Dabur has selected 17 villages in district of Hapur &
Gautam Budh Nagar (Uttar Pradesh), 6 villages in Rudrapur (Uttarakhand) & 3 villages in
Baddi (Himachal Pradesh). In the financial year 2015-16, Dabur had supported construction of
1,048 household toilets in rural Ghaziabad, Rudrapur & Baddi.

“To ensure involvement and participation of the community members, we involved the women
from the household in this project and payment cheques are given to the women, who are the big
drivers of this initiative. The payments are linked to the construction and paid in two parts to
ensure that the household is involved in constructing the toilet. Since toilets are constructed in
the individual households, they are responsible for cleaning and maintenance of the toilets,
making the project sustainable in the long run,” Mr. Sudhakar said.

The CSR provisions of the Companies Act, 2013, provided the opportunity for
industries, corporate houses, private/ public limited companies to support the
government’s mission.

Thus, Dabur has taken a step towards helping our less fortunate sisters and daughters, Dabur –
through its toilet cleaner brand SaniFresh – took the initiative to help construct toilets for women
and girls with the vision that will not only reduce the risk to their safety but safeguard their
dignity as well.

The intent was to reduce the distance they walk for relieving themselves from 700 steps to a
mere 7. Hence, the campaign was aptly titled '700 Se 7 Kadam'. • Location, Date 2013, Uttar
Pradesh, Uttarakhand and Himachal Pradesh (Rural); Lucknow (urban)

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 Beti bachao beti padhao Campaign

Our Mantra should be: ‘Beta Beti, Ek Samaan’

Beti Bachao, Beti Padhao (transl. Save the girl child, educate the girl child) is a campaign
of the Government of India that aims to generate awareness and improve the efficiency of
welfare services intended for girls in India. The scheme was launched
in 2015 at Panipat, Haryana with an initial funding of ₹100 crore (US$13 million).

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“Let us celebrate the birth of the girl child. We should be equally proud of our daughters. I urge
you to sow five plants when your daughter is born to celebrate the occasion.” -PM Narendra
Modi to citizens of his adopted village Jayapur.

Beti Bachao Beti Padhao (BBBP) was launched by the Prime Minister on 22nd January, 2015 at
Panipat, Haryana. BBBP addresses the declining Child Sex Ratio (CSR) and related issues of
women empowerment over a life-cycle continuum. It is a tri-ministerial effort of Ministries of
Women and Child Development, Health & Family Welfare and Human Resource Development.

The scheme was launched after the national census results for 2011 revealed detraction in key
gender metrics – Child Sex Ratio (CSR) and Sex Ratio at Birth (SRB). CSR is defined as the
number of girls per 1,000 boys aged 0-6 years. This ratio has showcased a steady decline, from
945 in 1999 to 927 in 2001. This declined further to 918 girls for every 1,000 boys in 2011.

Detailed evaluation of the decline showed that SRB was the principal factor. Dip in these
ratios is a significant indicator of gender discrimination and women disempowerment,
reflecting both pre-birth discrimination through gender-biased, sex selective abortion and
post-birth discrimination by neglecting health, nutrition, and

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educational needs of the girl child. Research concluded that the strong socio-cultural and
religious preference for boys was the root cause of the problem and this provided impetus for
launch of the BBBP initiative.

The key elements of the scheme include Enforcement of PC & PNDT Act, nation-wide
awareness and advocacy campaign and multi-sectoral action in select 100 districts (low on CSR)
in the first phase. There is a strong emphasis on mindset change through training, sensitization,
awareness raising and community mobilization on ground.
The NDA Government is trying to bring about a transformational shift in the way our society
looks at the girl child.

PM Modi in his Mann Ki Baat lauded the Sarpanch from Bibipur in Haryana who started a
‘Selfie With Daughter’ initiative. PM also urged people to share their selfies with daughters and
it soon became a world-wide hit. People from across India and the world shared their selfies
with daughters and this became a proud occasion for all those who have daughters.

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The trend of decline in the Child Sex Ratio (CSR), defined as number of girls per 1000 of boys
between 0-6 years of age, has been unabated since 1961. The decline from 945 in 1991 to 927 in
2001 and further to 918 in 2011 is alarming. The decline in the CSR is a major indicator of
women disempowerment.

CSR reflects both, pre-birth discrimination manifested through gender biased sex selection,
and post birth discrimination against girls. Social construct discriminating against girls on the
one hand, easy availability, affordability and subsequent misuse of diagnostic tools on the
other hand, have been critical in increasing Sex Selective Elimination of girls leading to low
Child Sex Ratio.

Since coordinated and convergent efforts are needed to ensure survival, protection and
empowerment of the girl child, Government has announced Beti Bachao Beti Padhao initiative.
This is being implemented through a national campaign and focussed multi sectoral action in
100 selected districts low in CSR, covering all States and UTs. This is a joint initiative of
Ministry of Women and Child Development, Ministry of Health and Family Welfare and
Ministry of Human Resource Development.

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 Pulse polio Campaign

Pulse Polio is an immunisation campaign established by the government of India to eliminate

poliomyelitis (polio) in India by vaccinating all children under the age of five years against the
polio virus. The project fights polio through a large-scale, pulse vaccination programme and
monitoring for poliomyelitis cases.

The Pulse Polio Initiative was started with an objective of achieving hundred per cent coverage
under Oral Polio Vaccine. It aimed to immunize children through improved social mobilization,
plan mop-up operations in areas where poliovirus has almost disappeared and maintain high
level of morale among the public.

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DO boond zindagi ki' resonates in every Indian's head with a French-bearded baritone. While
India's biggest superstar has associated himself with other medical programmes since, what he
did for eradicating polio from India was a feat no other celebrity has ever been able to achieve in
the medical realm.

Polio, or Poliomyelitis, is an infectious disease caused by the poliovirus, which immobilises an

individual partially or wholly. When 1,556 polio cases emerged out of India in 2002--with most
cases being reported from Bihar and Uttar Pradesh--it became a grave matter of concern for
public health organisations of the nation.

The problem back then was not the unavailability of vaccine, but the reluctance of rural
mothers to walk up to the vaccination camps set up by the government of India. As a means to
combat the same and appeal to a wider population, actor Amitabh Bachchan was roped in as
the brand ambassador for the Polio Eradication Campaign in 2002.

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Steps taken by the Government to maintain polio free status in India

 Maintaining community immunity through high quality National and Sub National
polio rounds each year.
 An extremely high level of vigilance through surveillance across the country for any
importation or circulation of poliovirus and VDPV is being maintained. Environmental
surveillance (sewage sampling) have been established to detect poliovirus transmission
and as a surrogate indicator of the progress as well for any programmatic interventions
strategically in Mumbai, Delhi, Patna, Kolkata Punjab and Gujarat.
 All States and Union Territories in the country have developed a Rapid Response Team
(RRT) to respond to any polio outbreak in the country. An Emergency Preparedness and
Response Plan (EPRP) has also been
developed by all States indicating steps to be undertaken in case of detection of a
polio case.
 To reduce risk of importation from neighbouring countries, international border
vaccination is being provided through continuous vaccination teams (CVT) to all
eligible children round the clock. These are provided through special booths set up at
the international borders that India shares with Pakistan, Bangladesh, Bhutan Nepal and
Myanmar.
 Government of India has issued guidelines for mandatory requirement of polio
vaccination to all international travelers before their departure from India to polio
affected countries namely: Afghanistan, Nigeria, Pakistan, Ethiopia, Kenya, Somalia,
Syria and Cameroon. The mandatory requirement is effective for travellers from 1st
March 2014.
 A rolling emergency stock of OPV is being maintained to respond to
detection/importation of wild poliovirus (WPV) or emergence of circulating
vaccine derived poliovirus (cVDPV).
 National Technical Advisory Group on Immunization (NTAGI) has recommended
Injectable Polio Vaccine (IPV) introduction as an additional dose along with 3rd dose of
DPT in the entire country in the last quarter of 2015 as a part of polio endgame strategy.

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Bachchan’s partnership with UNICEF has seen him become the face of polio mass media
campaigns, persuading parents to ensure-

“do boond zindagi ki”, or to take two drops of polio vaccine each vaccination round. To this
end, Bachchan has featured in a series of award-winning television and radio commercials
emphasizing the seriousness of the issue which help a lot for creating social awareness.

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