• Primary Target: Mothers in Karachi, specifically those from SEC A, B, and C categories.
• Secondary Target: Children aged 2-12 years who will benefit from Nido’s nutritional content.

• Karachi, with an estimated population of 18 million, has a significant market for Nido, with a 40% share of the national sales.
• The campaign targeted 1 million households that were not currently using Nido, representing a potential market of 2.7 million children.
• Target Goal: Convert at least 2% of non-users each year, translating into an increase in market share and overall sales.

The core strategy was to convince mothers that Nido is the most nutritionally superior milk for their children’s growth. To achieve this, the campaign used a combination of traditional and interactive approaches, including TV, radio, print media, and direct household sampling.

• Door-to-door sachet sampling and distribution of Nido benefit folders.
• Interactive apartment complex shows in 290 complexes, targeting residential localities.
• Trade branding and promotions to engage retail outlets.

Solution – Brand Activation Details:

• Objective: Reached 100,000 households in SEC B and C with a 10% untapped market.
• Key Activities:
  • Door-to-door sachet sampling and distribution of Nido benefit folders.
  • Interactive branded Nido shows at apartment complexes with educational games and prizes.
  • On-the-spot promotions with product discounts and giveaways.

Timelines: July – August

Target Locations: 290 apartment complexes and 75 residential localities.

1. Day 1: DDS and Apartment Merchandising
   • Sales pitch with Nido girl representatives handing out Nido folders containing nutritional information, free samples, and lucky coupons for prizes.
   • Merchandising at apartment complexes with Nido Gehma Gehmi streamers and banners.
2. Day 3: Nido Gehma Gehmi – Float Activation
   • Nido float arrived at apartment complexes, with music and energy to kick off the event.
   • Participants with lucky coupons could:
     • Buy one Nido 400g pack, get one free.
     • Win a BMX cycleand guaranteed instant prizes via scratch cards.
     • Engage in fun and educational gameslike Spellethon, Puzzle Game, Milkshake Competition, etc.

1. 105,196 households briefed on the nutritional benefits of Nido, with free sampling.
2. 52,020 mothers and children engaged in the Nido brand values at the apartment shows.
3. 417,458 glasses of Nido were free sampled during the activation.

A survey was conducted among 1,500 households to assess the campaign’s impact:

• 41% of households  availed the Nido offer at the Gehma Gehmi activation.
• 60% of non-Nido users expressed interest in purchasing Nido in the future, with 27% already switching to Nido.

The Nido Gehma Gehmi brand activation successfully reached over 100,000 households and generated strong engagement with mothers and children in Karachi. The campaign not only increased Nido’s market share but also effectively converted non-users to loyal customers, achieving impressive results in both engagement and sales.