As Good As It Gets: Branding for Life!

POLIO ERASEWell this post is a departure from the previous ones. This one is a tribute. Read in the newspapers yesterday that no new case of Polio has been reported in India since January 2011. 3 years since a case has been reported! What it means is that Polio myelitis has been eradicated from India! Considering the fact that over half of the world’s polio cases came from India as recently 2009 this is nothing short of a miracle! Considering the challenges involved in a country like India that has rudimentary infrastructure, corrupt officials with little or no scruples a teeming population to contend with (1.2bn and counting) this is a great display of positive intent, collaborative effort and systematic execution. Alongside all this the National Polio Eradication Programme is a good example of marketing.  Awareness creation, information dissemination, use of ambassadors, innovative distribution mechanisms, activations, media utilization the boxes get ticked on the entire list. Let’s talk some numbers to fathom this. India is a country where

  • A baby is born every two seconds
  • 14% of the population is under the age of 6 (~175Mn children needed to be immunized on a regular basis)
  • 70% of the population resides in rural areas

Primary Health Centers, Anganvadis, Baalvadis, Door-door, School-school, in trains you name it and distribution of the drops has been turned into a reality. “Polio Ravivar” (Polio Sunday) with the “Do Boon Zindagi Ke” (Two Drops of Life) campaign perhaps is the most widely recalled, recognized and effective campaigns anywhere in the world.

There was no dearth of innovations either

So here’s saying a big thank you as a citizen and as a father.


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