Strepsils recently unveiled campaign "Ab Montu Bolega" based on the concept of SPEAK UP. This campaign have been lead initiator in different ways, especially an OTC product venturing in social media engagement with customers. Strepsils brand is associated with cleaning of throat during winter as people experience cough and cold during this season. Looking at the target audiance Strepsils planned a totally interactive campaign especially targeting the people at large with interactive website and video on SPEAK UP, and if you cannot then have Strepsils to clean your throat before speaking up. This marks entry of Strepsils brand in different segment / category of brand to associate itself with. Here is my analysis and conclusion of the campaign, its success and failures. As according to me, this concept could have had larger viral impact.

1. Moses Gomes, Digital Marketing Expert
Social Media Case Study
Moses Gomes, Digital Marketing Expert

2. Moses Gomes, Digital Marketing Expert
About – Strepsils®
Strepsils is a line of lozenges manufactured by
Reckitt Benckiser in Nottingham, United
Kingdom. They come in a variety of flavours and
are part of the Boots Healthcare International
(BHI) brands that Reckitt Benckiser acquired in
2006. As of 2010, it is the largest-selling sore
throat product in the world.

3. Moses Gomes, Digital Marketing Expert
About Campaign
Strepsils is about clearing throat & cleaning.

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Launch of Interactive Website http://www.abmontubolega.com/

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Youtube Video - https://www.youtube.com/watch?v=O7MaUmVqJMg#t=101

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Ab Montu Bolega – Swachh Bharat
• Strepsils connected itself to Swachh Bharat Abhiyan
which aims CLEANING.
• Taking a step further towards CSR initiatives, Strepsils
launched campaign on social media, especially Twitter
requesting followers to send images of uncleaned
streets, grounds, beaches, etc with a promise to clean
them.
• The tweets has to be done using #AbMontuBolega &
#SwachhBharat and reply to @StrepsilsIndia.
• Places which have maximum tweets and retweets
would be adopted by the company for cleaning
program.

7. Moses Gomes, Digital Marketing Expert
Initiation of the Campaign
• The campaign was initiated with
– IndBloggers with contest, as part of content
generating plan.
– Twitter – PPC program based on users interest
analytics. This activity had maximum focus on
Twitter as they intend to use this platform to
launch on other social networks
– Facebook – page activity, requesting to post
photographs of uncleaned areas

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9. Moses Gomes, Digital Marketing Expert

10. Moses Gomes, Digital Marketing Expert

11. Moses Gomes, Digital Marketing Expert

12. Moses Gomes, Digital Marketing Expert

13. Moses Gomes, Digital Marketing Expert
Analysis
Failures
• Through the video and interactive
website promotes on SPEAK UP
concept, it failed to connect with
audience for all SPEAK UP issues,
as it focuses on “Swachh Bharat”
• The campaign was initiated from
1st Dec 14, but haven’t been able
to achieve viral factor, since it
focused more on blogging and
tweets
• Failed to propagate Who is
MONTU of “Ab Montu Bolega”,
like “Digen Fruti Peeta hai” for
Fruti or Balbir Pasha for AIDS
awareness
Success
• The innovative concept of visual
communication for SPEAK UP for
CLEANINESS, worked amongst
audience. Cleaning & adoption of
playground at Kolkata helped to
build better case study for CSR
also.
• Achieve success to raise
awareness on CLEANINESS on
Google search through blogging
contest
• If the campaign syncs with vision
of Strepsils – Cleans throat, now
cleans streets both for better and
healthy life.

14. Moses Gomes, Digital Marketing Expert
Conclusion
• Involvement of “MONTU” didn’t made any impact to create awareness.
• Sticking to only one category makes sense “Swachh Bharat” instead of
trying to promote 15 categories and zero success, being category leader
helps.
• This brings us to the conclusion that interactive website and video should
have also focused on “Swachh Bharat”.
• This would have helped to build the concept which has been acceptable
across different target audiences and geographical societies. Taking this
further to adoption of localities, which can be maintained by Strepsils
along with branding and initiatives.
• This would have helped them to build viral campaign to whatsapp images
of uncleaned societies, streets, grounds, platforms, etc form a lobby
around it and pitch to the govt officials for adoption.
• Adoption process should be a BTL activity involving the local people
participation in cleaning. (Case study ref - Coke Cola RockCorps)

15. Moses Gomes, Digital Marketing Expert
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