Meswak: How a tiny toothpaste brand turned its loyalists into its sales force
Neha Chopra and Rema Bagga
Campaign details
Brand owner: DaburLeading agency: McCann WorldgroupBudget: 1 – 3 millionCountry: IndiaIndustry: Oral healthMedia: Internet - microsites; Television; Word of mouth, advocacy
Market background and cultural context
A small brand that nobody knew of
Meswak had an extremely low awareness core of 6%. Even other growth factors such as preference and trials had been lying dormant since the last three years. The brand had exhausted every trick in the marketing...