Zeeco Media Sets Up Mother Dairy Health Check-up Camps in Delhi Colonies

Marketing | March 16, 2016 | News

Mother Dairy Zeeco Media

In a bid to reach out and engage with its largest consumer based, Mother Dairy recently rolled out Health Check-Up Camps in 10 of Delhi’s biggest colonies including Sangam Vihar, Badrpur, Najafgarh and other large unauthorised settlements. Zeeco Media was chosen to executive the initiative focused on engaging with consumers who prefer the low-cost Token Milk distributed by the brand.

An initiative under Operation Flood to make India a milk-sufficient nation, Mother Diary is the world’s biggest dairy development program. Over the years, Mother Dairy has contributed significantly to achieving this objective through a series of innovations and schemes. Over the last many years, the company has also created a market leadership position in the branded milk segment in Delhi-NCR, through a robust network of its booth and retail channels. 

Mother Dairy is the largest dairy network in the Token Milk segment as well. Following up on this endeavor, Mother Diary wanted initiate engagement activities in areas where the token milk is chiefly consumed. Event & Marketing agencies were invited to present activation ideas. Zeeco was chosen from these to conceptualize and execute the Health Check -Up Camps in 10 locations around Delhi -  Sangam Vihar, Khoda  Colony, Sultanpuri, Mangolpuri, Badarpur, Bawana, Narela, Nangloi, Loni, and Najafgarh.

The campaign was primarily focused on women as they are decision makers and the backbone of the families. The objective was to make women aware of their health especially during and after pregnancy. The 10 colonies selected for the initiative was in much need of a campaign like this. 

To ensure everything runs in accordance with plans, Team Zeeco did multiple recce to identify the venues and built multiple rounds hype before the camps opened. Gynecologists from reputed hospitals who roped in to provide free consultation to the women and educate them about good health.

The response was overwhelming with a large number of colony residents benefitting from the camps. As per the post evaluation reports, about 3000 women participated in the Mother Diary Health Check-Up camps, effortlessly creating brand awareness in sync with health awareness. The Mother Dairy sales team recorded a demand for 50,000 more liters of milk per day, during the campaign and thereafter.

On successful completion of the campaign, Mother Diary is planning to take the initiative to other parts of Delhi as well as neighbouring cities.

Being the largest dairy network in the Token Milk segment, Mother Dairy focussed this initiative within 10 big colonies in the capital where this low-cost diary option is most consumed.

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