Case Study: Missed Call campaign for the FMCG sector

Organization profile:
The client is India’s one of the largest FMCG company, with leadership in Home & Personal Care Products and Foods & Beverages. With its brands spread across 20 distinct consumer categories, touch the lives of two out of every three Indians. Its mission of “adding vitality to life” has been observed in its marketing and promotional activities undertaken to cater the target audience.

Considering the rural potential, the client has already undertaken various projects with “Go Rural” as its slogan. It has established itself as a “preferred brand” by catering to the rural dynamics.

Case overview:
The company’s forte being adoption of innovative marketing and promotion efforts, it wanted to further expand its reach in rural markets. Hence, it came up with an initiative of running a voice campaign which would not only result into customer engagement but also induce them to buy the product. Due to high degree of listener participation and radio being the premiere Engagement, the promotions of the campaign were done through radio.

Proposed Solution:
In order to participate, the listener had to give a missed call on the designated number. As a response to this, they received an inbound call with a joke, inducing them to buy a Low Unit Pack of the product priced at Rs.10. The campaign was held across various villages in regional languages such as Hindi, Marathi, Bhojpuri, Bengali, Oriya, Kannada, thereby catering diverse populace.

Campaign highlights:

  •   User-friendly as it is based on dialing and not typing.
  •   Customer was not charged for the missed call.
  •   Being interactive, the campaign generated phenomenal results.
  •   Client could deliver one-on-one emotion-driven experience.


  • The approximate count of incoming missed calls was as much as 30 lakhs.
  • The concept of missed calls was preferred by majority of listeners.
  • Induced product purchase.
  • Analytic reports facilitated real-time tracking of numbers with details of their region of origin.

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Trends to alleviate the success rates of your Email campaigns.

With the ascent of internet, Email Marketing has become an entrenched part of the marketing mix. May it be small or big, every business is able to reach its potential target audience at a low-cost. However, for optimum utilization of mailing activity as a marketing landscape, it is essential to observe some crucial factors that consequently affect the ROI.

Some of the Email Marketing trends that you can observe for undertaking effective mail campaigns are as follows:

  •  Personalized mails:  In order to increase the probability of inbox mail delivery and open rates, it is preferable to send personalized mails, addressing each recipient individually.
  • Subject line: The success of email campaign majorly depends on the subject line and hence it has to be appealing enough for the reader to open the mail and read it.
  • Precise content: To ensure that the mails are read by the target audience, it is essential that the communication in the mail is kept relevant by using effective subject lines, checking for grammatical errors, “spam” words etc.
  • Integration with social media: Due to increase in social media, its integration with email marketing campaigns just adds another benefit as new target audience can be reached.
  • Call to action: It is essential to include a “call to action” in the mail content to persuade a specific action on the part of the reader.
  • Testing: Before commencing the final campaign, the mail should be tested in terms of the layout, images, analytical codes (in case of HTML mailers) and the links should be embedded properly so that it facilitates easy tracking of the subscriber.
  • Subscription reminder and “unsubscribe” link: Lastly, it is necessary to remind your customers as to when and where they opted-in to receive mails from your side to avoid the possibility of your mail being considered as “SPAM”. Also, do ensure that your mail has an “unsubscribe” link.

With all that said, remember to keep it simple!