Godrej and Mindshare: Finding a community to fight dengue fever

Godrej’s HIT brand, a consumer insect repellent brand, worked with Mindshare in India to push its place in the combat against dengue fever, an insect-borne disease, by bringing together a community of donors.

Mindshare India, working for the pest repellent brand Godrej HIT, used data signals, brought in from a broad range of sources, to create a business plan that would simultaneously deploy a big idea to capture hearts and minds while also delivering effectiveness.

In India, there are some simple truths. First there are a lot of people. Second, a lot of people means a lot of information, often held – if at all – disparately, and often with very little structure.

For brands with the clout to do so, this leaves an opportunity to create solutions from these data sets to...

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