social creds
TRANSCRIPT
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about us
1/5/2012 6:19 AM centre of gravity consulting
since 2006
since 2006
a team of 20with 8
consultants
Bangalore,Mumbai,London
a team of 20with 8
consultants
Bangalore,Mumbai,London
+Brandstrategy &
communication design
+Brandstrategy &
communication design
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Strategic Marketing
Stakeholder
& competitiveunderstandin
g
Desired BrandPositioning
Desired BrandPersonality
StrategicIdentity
Core CreativeCapsule
BrandManagement
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Participatory DemocracyFair Trade
Campaign against GM food Social
Enterprises
Village
Development
Open
Source
Child RightsViolence Against Women
Organic Food
Hygiene and Sanitation
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Organization
Brand
is the
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Context
Content
32
1
Skills/capabilities
Purpose/postureSocietalMegatrends
3
21
Choice of TG Functionality
Tone & style
Ge
tting
the
full
picture
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Organizational Vision
StrategicPositioning/Promise
Business Model
Strategic
Identity
The mostsustainablecompetitiveadvantage
A comprehensive & integrated view
of the organization
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What are yousaying?
How are yousaying it?
Who issaying it?
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Illustrative work
Microfinance
A food brand
Eco-friendly Housing
An NGO focused on eliminating genderdiscrimination
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Microfinance
Segmenting the Urban BoP
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Expertinterviews
Over 250 DIs
1200 HHquantitative
study
Observation byrenting a room
Informalconversatio
ns
12 FGDs
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Four broad Homogenous Clusters
C4
57%C3
29%
C2
11%
C13%
Low income, high dependency,negative surplus, Daily /
weekly wage
High income, lowdependency, highsurplus, monthly wage
High income, Moddependency, Highsurplus, weekly wage
Mod income, Moddependency, low positivesurplus, weekly wage
C4 C3 C2 C1
Nos 689 346 135 36
(%) 57 29 11 3MHI (Rs.) 4300 7900 12200 19600
Dependency Ratio 61 48 43 32
Surplus Ratio -0.3 0.2 0.4 0.6
CWE Freq ofIncome
1.9 2.0 2.1 2.4
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dependencyratio
monthlyhousehold
income
monthlysurplus
freq. ofincome
the migrant
the apprentice
the ustaad
thecontractor
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7%
93
%
C4 C3 C2 C1
Avg MHI (Rs) 4300 7900 12200 19600
Husband & Wife workingstatus
N=1206
Others (Rs) 2000 3700 6200 8700
Others (kids, relatives) Contribution
Not working
Working
No husband (%)
Others - workingstatusN=163
19%
81
%
30%70
%
39
%61
%
No husband(%)
15 9 4 11
80
2
0% 85
%
16
%91%
9%
81%
19
%
44
%56
%67
%
33% 56
%
44
% 72
%
28
%
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Central anxiety
Struggle for daily
survival.
The most fragile
& vulnerable ofthe lot
Recent migrants
Married & havingmoved out
Younger couples
Younger kids
Low or noaspirations notmuch of an ideaof what can be
done
Low self esteem
Gradations
Invalidation,alienation exists but not that
central.
Dont attendfunction nor go
out
Alcoholism.
Wife beating,multiple wives,
wife desertionetc.
C 4 70% of this cluster
Earning < Rs. 5000
Provisions - daily. Most often buy
from the grocer dont have ration
cards/ cant buy the whole stock
given the uncertainty of income.
Many cases- no tea/ milk for kids.
Readymade tea in the morning.
Credit with the grocer on a daily
basis.
Children & their education central
but focus still an issue given the
economic condition. Kids do go to
school but more as an ritual.
Support fro Kids (education, clothes)
come from mom/ relatives.
High incidence of one kid with grand
parents in the hometown & another
with them (easing of expenses).
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Living Aspects
House status
No of rooms 1 small room (app 40-60 sqft),sometimes an attached kitchen(small)
Walls/ Roof Semi pucca - asbestos roof
Toilet/ bathroom Common/ outside
Gas connection No. Stove.
Fan/ light etc One bulb
Assets
TV Small B & W/ Color + cable (73%)
DVD Present in some cases* (23%)
Music system Rare
Showcase + curtains Absent
Cupboard Present (71% - small wooden ones)
Mixer/ grinder Mixer in some cases
Sewing machine Less
2 wheeler Rare
Fotos
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Central anxiety
Stability &
betterment of
income
Moved from L4
Better then the
bottom segmentFood taken care.
Can survive for a
week (stock)
Want to move upthe ladder
Have a vision forthe future
growth
Aware of theimportance of
childrenseducation
Focus fully on thekids not on the
house or self
Invalidation,
alienation exists but not that
central.
Dont attendfunction nor go
out
Social vices doexist but at a
lesser level ascompared to L4
C 3 (65% of this cluster)
Earning Rs. 5000-8000
Provisions daily/ weekly. Typically
buy from the grocer.
Able to buy from PDS (wherever
ration card is there) mix & use it
for consumption. Some cases used
as an ingredient for Idli (petty
business) etc rather than for direct
consumption.
Tea made at home.
Support fro Kids (education,
clothes) come from mom/ relatives.
High incidence of one kid in their
hometown with grand parents &
another with
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Living Aspects
House status
No of rooms 1 small room (app 40-60 sqft),
sometimes an attached kitchen(small)
Walls/ Roof Semi pucca - asbestos roof
Toilet/ bathroom Common/ outside
Gas connection No. Stove
Fan/ light etc One bulb
Assets
TV Small B & W/ Color + cable (90%)
DVD Present in some cases* (30%)
Music system Small ones Present (8%)
Showcase +curtains
Absent
Cupboard Present (72% - small wooden ones)
Mixer/ grinder Mixer in some cases
Sewing machine Less
2 wheeler Rare
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Central anxiety
Wanting to
belong to the
middle class.
From L3
Relativelycomfortable
life.
Imp aspiration
financialgrowth
Esteem needsemerging.
Invalidation,alienation etcbecoming asore point
Medicalproblems
starting to rearits head - being
told as anexpense.
Long time in
theirprofessions.
- max earningcapability
Stagnation
Wife earning.Better incomes
as comparedto L4 & L3.
Focus still onchildren;
But wantthings for
themselves &for the house
Social vices -come down -
stabilitychildren
pressure.
Gambling ?
C 2/ C1
C2 earning Rs 8000-11000
C1 earning Rs 11,000+
Provisions bought on a monthly
basis. Mostly from the grocer. Do
not go in for PDS seen as for
the poor; quality issues.
Other luxuries for kids classes,
hobbies, snacks etc start
happening here.
L1 Invalidation not much of an
issue - can afford the things.
The other central issue wanting
a better house - focus on buying
sites, doing up their houses.
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Central anxiety
Wanting to
belong to the
middle class.
From L3
Relativelycomfortable
life.
Imp aspiration
financialgrowth
Esteem needsemerging.
Invalidation,alienation etcbecoming asore point
Medicalproblems
starting to rearits head - being
told as anexpense.
Long time in
theirprofessions.
- max earningcapability
Stagnation
Wife earning.Better incomes
as comparedto L4 & L3.
Focus still onchildren;
But wantthings for
themselves &for the house
Social vices -come down -
stabilitychildren
pressure.
Gambling ?
C2/ C1
Provisions bought on a monthly
basis. Mostly from the grocer. Do
not go in for PDS seen as for
the poor; quality issues.
Other luxuries for kids classes,
hobbies, snacks etc start
happening here.
L1 Invalidation not much of an
issue - can afford the things.
The other central issue wanting
a better house - focus on buying
sites, doing up their houses.
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Living Aspects
House status
No of rooms 1 or 2 rooms with a smallkitchen (app 200-250 sqft).Bed room rears up here.
Walls/ Roof Proper pucca roofs
Toilet/ bathroom Most cases both are inside
Gas connection Yes ( Around 40 % of HH)
Light/ fan etc Tube light, fan
Assets
TV Color + cable
DVD Player Present (37%)
Music system Big Music sys (11%)
Showcase +
curtains
Present
Furniture- sofaset etc
Present
Fridge 5% of HH
Two Wheeler 10 % of the houses
C 2
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Living Aspects
House status
No of rooms Typically 3 rooms (app 350
sqft).Incidence of 1 or 2 rooms butmuch bigger than L3/L2
Walls/ Roof Proper pucca roof
Toilet/ bathroom Most cases both are inside
Gas connection Gas. (47% of the HH).
Light/ fan etc Tube light, fan
Assets
TV Color + cable
Music system Present (16%)
DVD/VCD Present (52 %)
Showcase + curtains Present
Furniture- sofa set etc PresentTwo wheeler present in 20% of HH
Fridge Present (11%)
Washing machine 7% of the HH
Sewing machine Present (8%)
C1
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Summarising
1 small room (40 sqft)
Semi pucca roof
Toilet/ bathroom-Common/outside
Stove
One bulb
Small B & W/ Color + cable
Mixer, DVD in some cases
Addition of asmall kitchen
Addition of another room
Mix of semi-pucca & puccaroofs
Most casesbathroom/ toiletinside
Gas
Tube light, fan
Color TV + cable
Some cases 2 in1 DVD player
Cupboard, sofa,curtains
Addition of another
roomPucca roof
In some cases 2wheelers, fridge,washing machines,sewing machines
C4
Struggle for daily survival
C3
Betterment of income
C2
Middle class respectability
C1
Middle class respectability
Better Job & house
Financial aspirations-stability
Financial aspirations-growth
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Big Ticket Spends Life Stage Based
Delviery 1st child's 1st
birthday
Nose/ ear
piercing
Puberty/ other
rituals
Marriage of
close relatives
Kid's marriage Death
3000-10000
5000 -20,000
2,000 -35,000
1000 20,000
10,000 20,000
1,00,000
4,00,000
10,000-40,000
Rs
Migrants - cultural roots
Belonging to a community
Invalidation within the slum aswell as family
Maintain the equal status
N= 1206
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Husband - Occupation HierarchyNot skilled; take up any job to
survive
Not much idea ofprofessions -- over time
figure out
Trial & error pettybusiness etc
Low self esteem - Issues ofapproaching people
Figured out thepathways driver,
hierarchy of helper to
skilled etc
Aware of what needs to
done to move up
Stagnation point
access to money,
people
Complacency point comfortable withtheir job etc
Some wanting toaugment income bymultiple jobs/ bizz
Movement towardsbeing a contractor
etc
Educating men onalternate income
possibilities.Skill enhancement &
linkages.
Linkages/ skilltraining for men
Access to bettercontractors etcLoans for tools,setting up smallshops etc
Softer skills(learning how to
budget, managepeople, basic
mathematics etc)Linkages
Enterprises loans
Double incomeContractors
Skilled people
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Husband Occupation Hierarchy
(%) C4 C3 C2 C1Construction* 41 42 42 28
Drivers 8 13 16 14Labourers 23 14 16 10
Petty Business 11 16 7 17
Office Help 9 7 8 17
Garments 4 2 3 3
Tailor 3 2 2 0
Cobbler 2 2 2 7
Others 0 1 2 3
Skill Level(%)
C4 C3 C2 C1
Helper 37 19 11 0
Semi Skilled 62 67 61 43
Skilled 1 14 28 57
N= 994
N= 382
1-2 years
8+ years
c
*Construction construction laborers, bar benders, plumbers, carpenters, masons, welders, paintersconstruction contractors, electrician
83%
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Non-veg (Rs) 300 400 500 600
C4 C3 C2 C1
Groceries/greens/non-veg/ milk/ toiletries 42 43 44 47
Loan 17 16 19 16
electricity/gas/rent 16 16 13 13
Medical 5 4 5 4
Mobile, travel (for work) 10 10 10 9Children (fees, books, uniforms, snacks, travel) 11 10 9 10
Total 100 100 100 100
N= 1206
How The Rupee Is Spent
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Home
Emergencies (part &parcel ofslum) death,
medical,visitors,travel,
lending etc
Chits
Always consideredas an expenditure.
Saving up lease of
house, marriage,buying a vehicle etc.
Gold fund
Gold thatcould also be
used forpawning.Need notborrow.
Festival fund
Pygmysavings
Banks
Surplus storage & not a savingsmechanism.
Should be monied for an bankac.
L4/L3 not in the radar
L2/L1 seen as Aspirational
Saving Hierarchy
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Savings
Savings C4 C3 C2 C1
Home Present Present Present Present
Chits Rare Rare Present Present
Gold/ goldfund
Rare Present Present Present
Festival fund Present Present Rare Rare
Pygmy savings Present Present Rare Rare
Wife saving Present Present Present Present
Banks Rare Rare Rare Present
CoG Qualitative research
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Typical Borrowing HierarchyFriends/ family
Smaller
emergencies- Tide
over month
Card finance
Medical, working
capital, survival.
Pawn broker
Education, functions,
medical, working
capital, travel, survival
Banks/Money
lender
Big loans lease for
house, marriage,
buying of vehicle
etc
SHG/ MGG
Education,
functions, medical,
working capital,
travel, paying back
other loans
Chit fund
Education,
functions, medical,
working capital,
travel, paying back
other loans
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Borrowings C4 C3 C2 C1
Friends/neighbors/relatives
Present Present Present Present
Pawn brokers Present Present Present Present
Chits Rare Present Rare Rare
MFI/ SHGs Rare Present Present Present
Card finance -daily/ weekly
Present Present Rare Rare
Money lender Rarer Rarer Present Present
Banks (few cases) Rare Rare Present Present
Summary
CoG Qualitative research
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Ramesh Ramanathan, Chairman |
Janalakshmi Financial Services
I have worked with Ashutosh and many of his colleagues
for over a decade now in work that we are doing atJanalakshmi and Janaagraha ; they have helped us thinkthrough our works value proposition to our customer,and related issues of brand positioning etc. Their work
goes beyond classic brand strategy work, and they bring
not only high competence, but a remarkable sense ofcommitment and passion to what they do.
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Pristine Organics
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Started by a food technologist at CFTRI. Main lineof nutritional supplements.
A more holistic and cluster based view of nutrition.
Also, a part of the organic movement focusing on
ready to use products.
The best of science & nature
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How can Pristine stand out
from other organic brands
now and in the future?
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More onScience
Less onScience
Less on Nature
More on Nature
Cultural
Contradiction
- Opportunity for Pristine -
Cultural
Norm
- Organic Food -
Cultural
Norm
- Conventional -
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The Balance
of Science
and Nature
Personality?
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The Balance
of Science
and Nature
The creative,joyful, humane
scientist
Levitt/Feynman
A brand that takes nutrition out of the labsand books and brings it to people in a way
that is simple, interesting and reliable.
Expert on Nutrition
Equallyrelevant in theB2B and B2Csegments
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Unconventional, creativity and logic, joy in solving problems solving them for their own sake, informal dont maintain a
secrecy, no jargons, human can connect to the normal
audience, make a difference to the world.
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There are a lot of myths about nutrition and every second
person is an expert. All foods claim to be natural and healthy.
In this confusion there is no saner voice that talks with the
voice of science and wisdom.
Can we do to nutrition what Feynman did to physics and Levitt
does to behavioural economics?
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The mundane jargon dense Industrial Productleaflets
transform entirely into INFOGRAPHICS
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INFOGRAPHICS
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PACKAGING The packaging integrates credibility garnering white juxtaposed withDrawing reminiscent of scientific drawings with Cartesian co-ordinates
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PACKAGING
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Gift bags for Clients with Pristine products
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Website- The whole website was redone around a central creative idea of Join the dots. Italso uses a visual language of polymers knit together metaphors relevant to each page.
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Website
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PACKAGING
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Calendar
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1/5/2012 6:19 AM centre of gravity consulting
45 in-homeDIs with theRich & Not-so-famous
Mainstreaming Green Living in Bangalore
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1/5/2012 6:19 AM centre of gravity consulting
BALANCE-SHEETER BALANCE-SEEKER
Younger profile- 33-38 Older, 38-42
Very much into the rat race, not yetdecided to slow down in life.
Want to slow down and focus on otherareas of life.
Me, myself & family Both spouses involved in social work ofsome kind.
Like to display the trophies of theirsuccess.
Not comfortable with over the topconsumption, showy lifestyles. Like to
exercise a certain restraint in life
A pragmatic relationship with homes-driven by considerations like
investment value, finish, amenities,
proximity etc. Home is a place to discover oneself.Have strong ideas but a difficult timefinding something to their taste.Driven by peer pressure, inclined to a
more western/cosmopolitan.
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Balance-seeker
Returned NRIs
Old Bangaloreans /successfulentrepreneurs
The Infy/Wipro/IT Boomers
Independent flexi-timers(consulting, creative etc.)
Well funded NGO/Social sector
Seeking a newdesign of life
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BANGALOREWALK
Janaagraha
NAVADARSHANAM
CENTRE FOR LEARNING -MAGADI
DAILY DUMP
DAILY DUMP
BIHAR SCHOOL OF YOGA KANAKAPURA ROAD
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An alternate vision for quality of life in real-estate
1/5/2012 6:19 AM centre of gravity consulting
Large majorities hold ambivalent views about consumerism. They struggle withongoing conflicts between materialism and an alternative set of values stressing
family, religion, community, social commitment, equity, and personal meaning. Weshould be articulating an alternative vision of a quality of life, rather than a
quantity of stuffthe "new consumerism," with its emphasis on luxury,expensiveness, exclusivity, rarity, uniqueness, and distinction reflect and
perpetuate structures of inequality and powerwhy not stand for consumptionthat is democratic, egalitarian, and available to all? How about making "access,"
rather than exclusivity, cool
Juliet Schor
The New Politics of Consumption
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1/5/2012 6:19 AM centre of gravity consulting
they brought patience, and a very patient ear. What appealed initially was their instinctively relating to thecore objectives of the Company and the deep empathy they brought for the 'product'. Even more striking wastheir broad-canvas understanding of branding at the highest level, and the rigorous, scientific approach that
Ashutosh constantly brought to the table.
Is was our loss that we didn't connect entirely to the thought process... as a small company emerging from
the throes of the market crisis, the time, the temperament and the cost that their solution needed was notsomething we were prepared for. We wanted a blend of solutions that addressed the here-and-now while
building the longer-term vitals.
Ashutosh's and his team's strength at building big brands, and their strong, empirical approaches are CoG'sbig draw. Here's hoping the very best for a formidable think-tank they represent.
Chandrashekar Hariharan, Chairperson | BCIL
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Vijay Foundation Trust
Aarti Home
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Background
In 1992, Kadapa, a group of local citizens got togetherand decided to run an orphanage.
Predominance of girls in the shelter.
Started to work towards mitigating the causes of girlchild abandonment.
Today, into planning and implementing programs thataddress the larger issues hampering the progress ofwomen in society.
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To inspire hope rather than despair
How does one communicate the issue of foeticide andinfanticide in a positive way?
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To restore the cycle of life
between mother and girl children.
Before After
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www.vftrust.org www.aartiforgirls.org
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Mrs. P.V. Sandhya, President | Aarti Home
Ashutosh and Balaji from Centre of Gravity helped our organization formulate our firstever external communication plan. Our organization, being a grass roots non profit,
lacked expression to the external donor and volunteer world and hence we were unableto communicate the needs of the society and our work and plans to the larger world.Ashutosh spent time with us to understand the real girl child issues. They investedinordinate amount of time in looking at our work and the impact it was having. After
understanding the environment, the work that we do, they formulated ourcommunication strategy. They were fabulous in reading the emotions between words and
the minds of the people at Aarti Home and the beneficiaries. This is not an easy taskgiven that people had not articulated this ever before in their lives. It also helped us
clarify our thoughts better.
Ashutoshs approach of taking plan to action was clear in the way the team turned
around branding for Aarti. They went further ahead in creating the website andbrochures in keeping with the communication plan. We were impressed with the
creativity in the entire work. Most importantly, Ashutosh and team bring in a high degreeof professionalism with a human touch. I have deep gratitude to Ashutosh and team for
helping us. Their probono work will help us in garnering support and helpingunderprivileged girls help themselves.
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Simplicity
Piggy Bank Vs Elephant Bank
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Promoting the idea of micro-healthinsurance among rural poor
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Context
1. Vocabulary: Villagers related to insurance as savings and in this case the money
not carried forward.
2. Levels: Villagers didnt understand the difference between primary, secondary and
tertiary healthcare.
3. Trust: To pay money up-front for services they would receive later need to
establish trust.
Challenges
Through mobile phones and trained village health workers, Care Arogya had developed
a model to provide quality health care services to the remote villages in Maharashtra,
India. It now wanted to take it one step further to provide affordable insurance Rs.
300/ 4 people for an year for primary health care needs.
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Idea1. The program was personified as a mobile
doctor connoting accessibility and expertise
at the same time.
2. The central message was value how the
card would help one save. The
communication tapped into the powerful
emotional motivation to protect ones family.
3. The communication avoided the word
insurance and used the metaphor of mobile
recharge when the amount or time is over.
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The small illnesses were
personified as chote beemari
(small illness) and the big
illnesses as bade beemari -
the way people used to refer
to them. The idea was taken
forward across various
communication materials.
Idea
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ClientSpeak
It was a rather challenging task to overcome the barriers to buy such a product.
The campaign created by Centre of Gravity was of tremendous value in
communicating the concept of micro-health insurance to rural community. They
are flexible, easy to work with and exhibit great understanding of the client.
The campaign is currently underway in Rural Maharashtra. So far, the campaign
has helped convert 10% of the target people, which is 5% above the world
average for micro-health insurance.
GIRISH, Chief Care Rural Health Mission
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8/3/2019 Social Creds
83/87
-
8/3/2019 Social Creds
84/87
In conclusion
-
8/3/2019 Social Creds
85/87
Advertising
Packaging
Frontline guidelines
Digital communication
naming/brand architecture
Non-mass media ideas
Product & features
Advertising
Packaging
Frontline guidelines
Digital communication
naming/brand architecture
Non-mass media ideas
Product & features
the distinctivebenefit i.e.Strategic
positioning
the netimpression i.e.
personality
The ParentOrganizationThe Parent
Organization
Social trendsSocial trends
Customers &other
stakeholders
Customers &other
stakeholders
analysis
synthesis
amplification
TheCompetition
TheCompetition
HistoricalevolutionHistoricalevolution
Corecompetencies
Corecompetencies
Futurethat
Inspires
Futurethat
Inspires
-
8/3/2019 Social Creds
86/87
1/5/2012 6:19 AM centre of gravity consulting
-
8/3/2019 Social Creds
87/87