Mediker: How conversations enabled Mediker's journey from lice negative to life positive

This case study describes how Mediker, an anti-lice treatment for children, targeted mothers in rural India.

Mediker: How conversations enabled Mediker's journey from lice negative to life positive

Allen Eric, Siddhartha Loiwal and Aditya Save

Campaign details

Brand owner: MaricoAgency: BBH Communications India, Mumbai; Madison Media Infinity; Perfect Relations; Radiowani; School Health Annual Report ProgrammeBrand: MedikerCountry: India

Executive summary

Mediker, a brand synonymous with anti-lice treatment for kids, was targeting mums in rural India. Traditionally positioned on a functional benefit of painless lice removal, Mediker had a clinical image, seen by mums as relevant only as last resort, in case of heavy lice incidence. Caught in a vicious cycle...

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