India's first consumer focused campaign to create awareness about HPV and HPV related cancers
Negligible awareness around HPV amongst the young adult female
Most commonly available information on the internet was too technical and written in medico legal terms
Driving the TG to take the vaccination without giving them a detailed description of the vaccine was another major hurdle
We triggered the FOMO effect by asking the young adult female a simple yet hard hitting question -
We launched a DVC featuring India’s top Bollywood youth icon Sara Ali Khan and internet sensation Apoorva Arora who portrayed the fact that in the abbreviated world of OTD and IYKYK not knowing about HPV is the new FOMO
More than 50+ Influential YAF’s across various categories like travel, lifestyle, sports, beauty etc. joined in the conversation and urged their followers to search about HPV
MSD India's social media channels had a mix of created and curated content based on the 3R approach to drive reach, relatability and resonance.
Wellbeing Nutrition – Generating and Growing Organic Traffic for a New Category of Organic
