Case Study 3

Pneumococcal Vaccine by Wyeth India

An optional vaccine for kids of ages between 6 weeks to 9 years

Media Challenge

To identify the core target audience and utilize their psychological media patterns to help steer them to the pediatricians for vaccination.

Target Audience

SEC A and B mothers between the ages of 25 to 35 years, both working and non-working. Our analysis showed that out of these, only 2.5 lakh women were working while the other 73 lakh women were non-working. This made the process of choosing the mediums more challenging as the vaccine could face product reservations. Obviously, working literate women were more open to using the product than their counter parts that stayed at home.

Media Plan

We analyzed two different time slots in the General Entertainment Channels (GEC) genre, the afternoon prime slot and the evening super prime slot. We then went on to create a combination strategy of the top three GECs – Star Plus, Colors and Zee TV

Our plan was to catch eyeballs. We believe that viewership is programme driven and not channel driven. We scheduled spots on Balika Vadhu for one week, followed by afternoon prime time on Star Plus and Zee TV programmes. For the South Zone, we booked advertising slots of the top GEC ‘s.


We received tremendous results from the campaign and were given the responsibility to handle two more media planning assignments in the same year by the client.