Background

Nido Bunyad powder milk was launched as an affordable solution with iron fortification, which would help give a strong foundation for success.

The Challenge

Our challenge was penetrating the sec C & D income segments to open up the bottom of the pyramid to Nido.

Activation Objective

To create awareness of NIDO Bunyad as an affordable solution with iron fortification, which will empower mothers to change the fate of the next generation.

Ideation: Activating Foundation Of Success

Launch of Nido Bunyad Consumer Shows by reaching out to households belonging to SEC C & D through DDS (Door to Door Sachet Sampling – Sale of 1 + 1 sachet linked with the lucky draw on BMX Cycle beside surprise gift for mothers too.

Educate the mothers through Nido Bunyad Consumer Shows by creating awareness that:– Every third child in Pakistan is Iron Deficient.

NIDO Bunyad is an ideal affordable (more economical than loose milk) with better nutritional value than pasteurized milk. It reinforces the Iron Fortified positioning that gives a solid foundation to their growing kid.

Hence make Nido Bunyad the perfect partner (Kamyabi Ki Bunyad) for mothers to help them create a better future for their kids, thus enabling them to achieve their dreams and lead success.

We successfully managed the activation by reaching out to 400,000 households in the south region, starting from Karachi, using various contact points.

By going door-to-door (DDS) doing free sampling, product briefing and inviting mothers and kids to a total of 450 informative and interactive consumer shows in a total of 276 in Karachi city and South outstation cities like Hyderabad, Nawabshah, Mirpurkhas, Khairpur, Larkana and Sukkur.

Overall activity achievement level: 121%