The marketing objective
At the peak of Covid-19 pandemic, in the world's 2nd largest population, the objective was to reach and educate Indians in every nook and corner of the country with one message - "Wash hands with soap; any soap" - the most cost-effective method to prevent COVID-19 and save 1.3 billion lives from a crippling medical emergency.
The Target Audience
India's geographical schema is a complex matrix of 28 states, 4000+ cities, 10,000+ towns and 650,000+ villages speaking 22 different languages.
The economic diversity further segments the country into India 1 comprising of "elite & affluent" households, India...