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The perfect handjob
 

The perfect handjob

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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 The perfect handjob Presentation Transcript

    • Washing  our  Hands…  
    • 100%  penetra5on  in  India  Only  10%  of  urban  household  penetra5on  Opportunity  –  Higher  profitability  
    • Current  Hand  Wash  Category  Communica5on  Both  market  leaders  are  figh5ng  the  same  baCle  using  ‘germ  killing’,  ‘health’  and  ‘kids’  
    • Both  market  leaders  are  trying  to  take  market  share  from  the  ‘soap  bar’  by  using  ‘Germs’  as  the  premise…  
    • But  is  that  persuasive  enough?  Is  it  as  effec5ve?      Or  can  we  mo5vate  them  with  something  powerful  enough  to  translate  into  instant  change?!  
    • The  one  thing  that  semi-­‐urban/rural  consumers  look-­‐up  to  most  is  “emula5ng  urban  lifestyles”  &  “concerned  about  being  thought  of  as  backward”!.  
    • 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!  
    • 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..  
    • So  Why  Don’t  we  Tell  Her  About  it?  Social  Embarrassment  drives  people  to  change  faster  than  ‘good  habit  inculca5on’  alone!  
    • 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!!  
    • Insight  Source:  #stratalogues  @wolfzhowl  (a  4month  hardcore  immersion  into  heartland  India,  not  just  research!)  
    • hCps://www.facebook.com/Wolfzhowl.Strat  hCp://stratalogues.wordpress.com/