GSK India connects with rural consumers with ‘Sabse Pehle Aap’ campaign
Consumer healthcare giant, Glaxo SmithKline Consumer Healthcare Ltd., has added another feather to its long list of rural marketing initiatives. The company has unveiled ‘Sabse Pehle Aap’, a new initiative at educating and connecting Registered Medical Practitioners (RMPs) and chemists in remote rural areas via the digital medium.
Through this campaign, GSK aims to equip the RMPs and chemists with all the knowledge they need about basic healthcare, relevant developments and the USP of GSK brands. GSK has kickstarted a new YouTube channel, named ‘Sabse Pehle Aap’, that will curate educational videos for common diseases, bust healthcare myths and share the science of GSK brands. Each film will discuss a medical fact and the relevant GSK product. Blink Digital, a leading digital creative and media agency, has conceptualised and executed this campaign.
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSK Consumer Healthcare Indian subcontinent, while commenting on the campaign said, “At GSK, we create campaigns that have an impact on daily lives of our consumers. With this initiative, our aim is to generate a pool of chemists and RMPs who have the know-how about basic healthcare who spread the right information. This campaign will not only connect, but also provide a platform to people to know about the developments and information about healthcare sector via digital medium.”
Currently, the RMPs and consumers in villages are situated in remote locations and are seldom connected to the mainstream healthcare knowledge-sharing platforms. GSK connects with them face-to-face through promoters every month educating them about its brands. To make this engagement even richer, GSK has launched ‘Sabse Pehle Aap’. It will bring the knowledge of healthcare sector via mobiles and can be used at their comfort and convenience.
Speaking about the campaign, Dooj Ramchandani, Co-Founder and Chief Creative Officer, Blink Digital said, “There is so much misinformation spread when it comes to healthcare in the rural parts of India. ‘Sabse Pehle Aap’ is a revolutionary rural marketing campaign that will send out the right messages in the right way, creating healthy, happy families in India.”
Currently, the content on the ‘Sabse Pehle Aap’ channel is made in six Indian languages–Hindi, Kannada, Oriya, Telugu, Bengali and Tamil.