Volini, India’s No. 1 doctor recommended pain reliever, launched a nine-day long digital campaign – ‘Volini Pat On The Back’ on March 01, 2014. Conceptualized and conceived by Volini, the idea was executed by WATConsult to a huge success, receiving 51,000 entries through ‘pats’.
With the core idea of acknowledging and appreciating the efforts made by women to give us a pain-free life, Volini launched the pat on the back campaign wherein people applauded the special women in their life. This was done through several digital medium viz. Facebook, a Microsite, through the IVR by sending a SMS or making a call on the toll-free number. Best messages were gratified by sending a special gift to both the pat sender and the receiver.
As Mr. Subodh Marwah, Vice President and Head Consumer HealthCare Business, noted: “Volini believes that today’s women seamlessly carry on with so many roles in their daily lives, effectively multitasking between work and home and are a source of strength and support for all the loved ones around them. Women’s Day and Volini Pat On The Back create one such opportunity of thanking them for all the efforts that they take for us”
Volini observed that the meaning of pain differed from person to person. And women had a huge role to play in easing that pain for the others. However, most of the time, their contribution in our lives went unnoticed. Volini, thus, chose Women’s Day to appreciate the efforts she made to give us a ‘pain-free’ life.
A specially designed Microsite and Facebook were prime sources of engagement. Besides IVR integrations through which the pats were sent, SMS and call on toll-free numbers were also introduced. The campaign was supported through Zoom TV with integrations, print with Times of India in key metro editions and radio tags and RJ mentions on Oye and Big FM. Apart from this, there were on-ground activations created in corporate hubs and malls in key cities to encourage people to participate in the campaign.