Objectives

With Muskaan, the objective was to spread awareness about cleft across the country, especially the youth and also provide for corrective cleft lip and palate surgery through a cause-related marketing effort. In the first year of association, we had planned to commit to 100 surgeries in collaboration with Smile Train India, our NGO partner through their network of partner hospitals.

We launched an integrated campaign across digital, PR, advertising, radio and on-ground event to announce the launch of this initiative and spread awareness for the problem of cleft. We captured the life of a 14 year-old 'Jyothi' living with cleft and her transformational journey in a video to raise awareness. Along with a national awareness campaign, we even launched Muskaan in Karnataka through ETV Kannada with an aim to extend the campaign regionally and penetrate smaller pockets of the state.

Strategy and Execution

1.Create a compelling communication to build trust and awareness through a real life case study

2.Promoting on multiple mediums with affinity and mass media for widespread reach

3.Millennials connect with brands who give back to the society and also they connect more with powerful music and song

4.To create consumer connect through product packaging and give consumers an opportunity to 'participate in the cause' apart from creating different touchpoints for message dissemination, lip care packs carried the campaign message 'You have contributed INR 2 for correctional cleft surgery'

5.Strong brand connect as Himalaya Lip Care' core benefit is to offer healthy and nourished lips to bring natural smile

6.Using like-minded partners to promote the cause, i.e. RED FM, ETV News through innovative partnerships

Capturing Jyothi's transformational journey, her parents struggle seemed like a story every family with cleft patient could relate to and connect with. Jyothi's speech is still not clear, and we needed a voice that would connect with the youth and the mass to tell her transformational journey through a beautiful song and that's how we brought in Sona Mahopatra, a singer-performer known to lend her powerful voice to issues and cause related songs. We planned for an integrated marketing approach to tell her story and raise awareness about cleft. Muskaan is a campaign true to Himalaya's core USP of problem-solution. In the initial year Himalaya Lip Care committed to support 100 surgeries and building awareness is an ongoing process. In the years to come, Himalaya Lip Care aims to double the commitment and activate more communication channels to keep the awareness levels high. Our regional campaign in Karnataka 'Nimma Nagu Samajada Nagu' (Your Smile is Society's Smiles) in association with ETV Kannada was in line with our vision to raise awareness and penetrate small pockets of the state. This association helped us connect more than 200 people in need of cleft surgery to Smile Train regional hospitals and facilitate their surgery.

Results

Muskaan brought back natural smiles on the faces of 100 beneficiaries in its first year directly and plan is to double the number in the coming year.

Muskaan was able to build awareness about cleft and remove myths prevalent around it thereby bringing a transformation in attitude towards cleft and cleft patients.

Health Minister was part of the opening campaign on ETV leading to good support from govt. agencies in Karnataka

The awareness generated by this campaign served as a good reminder to past campaigns on cleft. Smile train field force found greater acceptance in holding camps for identifying patients.

205 destitute will receive free surgery as a result of Nimma Nagu Samajada Nagu and Muskaan association in Karnataka

And finally, Jyothi, who dropped out of school now plans to go back to school

The overall impressions were 145cr+ with a mix of TV, Radio, Print, Digital

The launch event received 150+ features across national plus regional publications with Advertising Value Equivalent of 100+ crore

The Video reached over 3.2 million people through the use of interactive banner ads via ad-networks like M-Canvas & Adspurse

#MuskaanbyHimalaya received 6500+ mentions, 600+ retweets on Twitter. 59,000 engaged users, 90,000+views, 45,000+ Likes, 1000+shares and 120 comments on Facebook and hence had a viral coefficient of 0.4. It was the trending top on Twitter for 12 hours

Mahesh Bhupathi, Soha Ali Khan and Mandira Bedi supported Muskaan pro-bono by tweeting the video link during the launch event

Media