GOQii: India steps challenge – India health quiz

GOQii, a technology company, introduced its brand to adults around India with the India Steps Challenge-India Health Quiz.

The marketing objective

GOQii was an unknown brand offering a new category within Preventive Healthcare in early 2019. To succeed, the GOQii ecosystem (a suite of products and services) had to be experienced.

The brand needed recall, consideration, stature and trial/adoption.

The target audience

Men and women, 30 years+, NCCS AB, Urban India - spanning the diet conscious, the health conscious, and the fitness conscious - at least 70 million Urban Indians and growing. (Source: TGI 2019).

Two broad demographics:

  1. Those affected by chronic/ lifestyle ailments - wish to manage health with discipline and forbearance.
  2. Those wanting to prevent any...

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