Abstract

Social marketing is gaining prominence in developing nations like India. The caselet discusses a social marketing initiative - ‘Goli ke Hamjoli’ (Friends of the Pill) - launched by Commercial Market Strategies (CMS) under the USAID funded Program for Advancement of Commercial Technologies (PACT) – Child Reproductive Health (CRH), to promote oral contraceptives (OC). The caselet examines the reasons behind the launch of such a campaign. The promotional strategy adapted by CMS and the communication elements associated with this integrated marketing communication campaign is also discussed. Finally the caselet elaborates on the outcomes of this campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promoting International health programs in developing nations
• Social marketing and its significance in India
• Integrated marketing communications and its application in social marketing
• Challenges in implementing social marketing campaigns in developing.

Keywords

Social Communication, Social Marketing, ‘Goli Ke Hamjoli’ (Friends Of The Pill), Oral Contraceptives, CMS, Ogilvy & Mather, USAID, PACT-CRH, Population Growth, Integrated Marketing Communication Campaign, Testimonial Advertising, ‘Health Care Campaign of the Year’, Bombay Ad Club and Asian Public Relations Awards.