A survey among 1,00,000 households in 1995 showed that there was a decrease in the direct consumption of milk because of the following reasons:
- Milk took a backseat when compared to soft drinks when it came to teenagers.
- Adults believed that milk was essential for growing children but not for them.
Thus the mission of the ad agency was to make aware the consumers about the benefits of milk for youngsters as well as elderly people. Their mission was to create a communication plan that milk was not a “boring conservative drink” but a “youthful, exciting and nutritional, exciting energy drink”
The writers hit upon the idea of using Hindi word for Milk i.e. “doodh doodh” in the form of a musical note. This musical note was in the form of “sa-re-ga-ma” which was remembered by the consumers a lot and was also top of mind when they were asked to comment on milk.
The commercial as well as the print ad showed not only kids and youngsters but also elderly and old people whereby it targeted all age groups giving the benefits of milk as well.
Television was chosen as the primary media because of its popularity and the fact that an audio visual medium lends itself to demonstration of ‘high energy’, ‘fun’ and ‘youthfulness’ more vividly.
The print medium was also used as reinforcement message deliver backing the TV commercials.
The first round had concentrated on channels such as DD1, DD2 and the star plus. For every spot that they bought, there were four spots given as a bonus to be aired on the same programme. This made the commercial highly visible in terms of frequency as well as the reach.
Any effort to bring about an attitudinal change takes time. A measure of effectiveness of the communication was that the TV commercial was voted by viewers of India’s one of the best commercials aired. The communication has definitely made the youngsters make sing the song ‘doodh doodh’, in addition to the cola songs. Qualitative research showed that there was a tremendous popularity of the commercial across all the age categories. Kids in the age group of 10-12 were not very resistant in their attitudes towards drinking milk. Mothers took advantage of the commercial among the children to make them consume milk. There was a rapid increase in consumption of milk across all age groups. The consumption of milk in 1995 was 198 gm/per day which has gone up to 250 gm/per day in 1998.