Mediker Anti-Lice Treatment: The journey from lice negative to life positive in rural India

Allen Eric, Siddhartha Loiwal, Aditya Save and Monaz Todywalla

Campaign details

Brand owner: Marico
Agency: BBH Communications India, Madison Media Group, Radiowani, Perfect Relations, and School Health Annual Report Programme (NGO)
Brand: Mediker Anti-Lice Treatment
Country: India
Channels used: Branded content, Events and experiential, Mobile and apps, Public relations, Radio, Word of mouth and viral
Media budget: 5 - 10 million

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, the brand had a clinical image, seen by mums as relevant only as a last resort, in the case of heavy lice incidence. Caught in a vicious cycle of fewer trials and infrequent usage, the shift towards early evaluation and usage required Mediker to be humanized, making it warm and approachable. Mediker shifted the lens from a lice-negative to a life-positive space, asking, 'What happens to my daughter when there are no lice?' The concept: 'Things come easily to smart kids when they are not left scratching their heads.' Mediker would celebrate kids' smartness by creating a unique, scalable and live ecosystem around radio: girls from rural areas could become radio jockeys on air for a week, engineering conversations around the unspeakable, embarrassing problem. Mobile, a toll-free number, schools and PR completed the ecosystem, in the process humanizing the brand. This led to a significant shift in brand trials, leading to huge conversations and the brand being seen as safe and trustworthy.

Market background and business objectives