ActivKids Immuno Boosters: #YesMom – A social movement towards new-age parenting

Ankur Tarafde, Priya Jaggi, Prarthana Parija

ActivKids Immuno Boosters, a nutrition supplement, used content and social media to build a parenting community and increase sales in India.

Campaign details

Brand: ActivKids Immuno BoostersBrand owner: Cipla Health LtdLead agency: Law & Kenneth Saatchi & Saatchi, Group MContributing agencies: 20:20 MSL, Sparkle EventsCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Events & experiential, Games & competitions, Online video, Print - general, unspecified, Public relations, Search marketing, Video on demand, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

The #YesMom campaign was based on the insight that moms often say no to their kids out of fear of their health. But a 'no' has...

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