The perfect handjob

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"Social Embarrassment" as a trigger for health & hygiene categories

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  • awesome. brilliant. the insight is absolutely spot on. was in one of the local south indian joints for a dosa and went to wash my hands, only to find a bar of soap on the sink. a bar of soap! yuck! lol!

    i seriously don't mind it. but yes, it would have been nicer to have a dispenser available. brilliant insight and strategy.
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The perfect handjob

  1. 1. Washing  our  Hands…  
  2. 2. 100%  penetra5on  in  India  Only  10%  of  urban  household  penetra5on  Opportunity  –  Higher  profitability  
  3. 3. Current  Hand  Wash  Category  Communica5on  Both  market  leaders  are  figh5ng  the  same  baCle  using  ‘germ  killing’,  ‘health’  and  ‘kids’  
  4. 4. Both  market  leaders  are  trying  to  take  market  share  from  the  ‘soap  bar’  by  using  ‘Germs’  as  the  premise…  
  5. 5. But  is  that  persuasive  enough?  Is  it  as  effec5ve?      Or  can  we  mo5vate  them  with  something  powerful  enough  to  translate  into  instant  change?!  
  6. 6. The  one  thing  that  semi-­‐urban/rural  consumers  look-­‐up  to  most  is  “emula5ng  urban  lifestyles”  &  “concerned  about  being  thought  of  as  backward”!.  
  7. 7. When  urban  rela5ves  visit,  semi-­‐urban/rural  hosts  stand  on  ATTENTION!  Urbanite  guests  =  new  age  mom-­‐in-­‐laws  ;)  Increase  in  urban  migra.on  =  more  urban  lifestyle  inflicted  rela.ves/guests  coming  back  to  visit!  
  8. 8. Insight:    What  happens  to  people  when  their  urban-­‐rela5ves/guests  visit  someone  else’s  bathroom  and  see  the  ‘  used  soap  bar’  on  the  basin?  It’s  that  ‘Yukk’  feeling,  that  the  home-­‐owner  doesn’t  know  about!  But,  would  cringe  if  she/he  knew  about..  
  9. 9. So  Why  Don’t  we  Tell  Her  About  it?  Social  Embarrassment  drives  people  to  change  faster  than  ‘good  habit  inculca5on’  alone!  
  10. 10. So,  lets  infuse  germ  protec5on  with  the  fear  of  the  urbanite’s  “yuck”  Implica5ons:  1)  Comm-­‐story  with  semi-­‐urban/rural  household  surprises  urban  visitor  with  “Hand  wash”  usage.  “Am  up-­‐to  date  too  ;)”  2)  Ini5ate  in-­‐soap  placement  of  a  carefully  cra`ed  scene.  Inter-­‐woven  into  the  editorial  fabric  of  the  serial.    Inversely  works  on  urban  consumers  too!!  
  11. 11. Insight  Source:  #stratalogues  @wolfzhowl  (a  4month  hardcore  immersion  into  heartland  India,  not  just  research!)  
  12. 12. hCps://www.facebook.com/Wolfzhowl.Strat  hCp://stratalogues.wordpress.com/  

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