Social Marketing MMS II – SEM IV

Group 3 BATCH 2021-22

Guided By: Prof. SV Prasad1
 Branding in Social Marketing

Examples in Indian Context

o GoI’s Anti Tobacco Campaign

o The Story of a cancer patient Mukesh was showcased
to warn the audience of the harmful effects of
consuming or smoking tobacco.
o Polio Campaign
o Started in 1995, the pulse polio campaign uses
Amitabh Bachchan as its brand ambassador to
enlighten people on the benefits of a polio dose for
their child.
o Nanhi Kali
o Nestlé India joined hands with Project Nanhi Kali for
the launch of their campaign #EducateTheGirlChild
with the aim to educate a million girls. The campaign
has leveraged digital with simple storytelling to help
spread the word.
SOCIAL MARKETING 2
 Branding in Social Marketing

Examples in Indian Context

o RBI
o The social marketing campaign took Amitabh
Bachchan as its brand ambassador to make people
aware of the digital payment scams.
o Help Age India
o Founded in 1978, it is an organization that is
focusing on the social issue of better care for the
elderly
o SEBI
o It was a social marketing initiative by SEBI
observing the increasing behavior of the Indian
investors that were fooled by investment tips and
scams.

SOCIAL MARKETING 3
 Alternative to Road Crew Case

Example in Indian Context

o Pune RTO’s Zebra crossing campaign

o The social marketing campaign focuses on the issue
of severe lack of pedestrian-centric traffic
infrastructure, and negligence on the part of both
drivers as well as pedestrians.
o In 2015 and 2016, the number of deaths due to road
accidents in Pune was 399 and 420 respectively. The
number of pedestrians who died in these accidents
was 119 and 132 respectively. This year, till the end
of March, the number of deaths due to road
accidents was 91 while 22 of them were pedestrians.
o A behavior change was required to turn around this
trend on the part of drivers.

SOCIAL MARKETING 4
 Behavior focused positioning in Indian Context

NECC’s Campaign to speed up Egg Consumption

• In 1980s, Egg Consumption was static in a predominantly vegetarian India
• Poultry farmers struggled with low demand for eggs
• Dr B V Rao, was able to establish NECC in 1982, in a bid to increase consumption
• Popular campaigns were launched depicting Eggs as a healthy supplement which can be
consumed everyday by everyone