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...