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PGPM 811Group B3

MARKETING

6M Analysis on “Balbir Pasha”Dated: 19th April, 2012

Submitted by Group B3:

Mrinal K Moitra (PGPM811_57)

Rajan Kishore (PGPM811_64)

Sriram B Shanker (PGPM811_85)Sajib L Baruah (PGPM811_100)

Snigdha Tripathy (PGPM811_93)

Course Instructor:Prof. Anil B Kulkarni

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The ‘Will Balbir Pasha Get AIDS?’ tagline campaign was created by Lowe Lintas as a proposal for PSI India’s Operation Lighthouse, an HIV/AIDS prevention programme which was to be implemented in 12 major port communities in India.

The objective of the promotion was to create awareness about AIDS and the maladies of unsafe sex. It’s objective was to encourage people to practice safe sex by using condoms , to spread awareness about AIDS and the causes of infection, to reduce social stigma attached with AIDS as well as educate people that the disease could afflict anybody.

It was based on a fictional character called Balbir Pasha and stories that placed him in various high-risk sexual situations, with unknown outcomes. It was a reflection of the behaviour of the men loving in Mumbai.

The advertisement used outdoor communications, television, radio and the print media for the campaign.

Overview

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MARKET

Male migrant workers and women at brothels between the age group of 18 to 40 .

Clients of sex workers . Lower socioeconomic groups particularly truck drivers . Living in Mumbai and in port cities where HIV was becoming an

epidemic.

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MISSION

To make people aware that unsafe sex could lead to HIV infection and Aids.

To do away with the “ye mere saath nahi ho sakta” mentality . To influence peoples’ attitude towards use of condoms. To help generate discussion on AIDS and bring out the epidemic in

the open.

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MESSAGE To create new social norm and legitimise discussion of HIV and

AIDS . To dispel the misconceptions about Aids and HIV transmission To educate people that a healthy looking person may also be

infected. Alcohol impairs judgement Address the negative attitudes towards condom use . Although criticized by some for their relative frankness, PSI

managed to deliver HIV/AIDS messages in a way that spoke directly to the target consumer.

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The 5 phase plan for the campaign

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MEDIA Mass Media was chosen the mode of communication. It was decided before hand that the campaign wouldn’t be

“educational and preaching” in nature like the older ads were. A 5 stage mass media campaign was created that revolved around the

high risk sex situations that Balbir Pasha found himself in. Media-dense environment of Mumbai – Campaign materials had to

be bold, controversial and eye-catching Teaser campaigns to build curiosity and “gossip value “ like in soap

operas. Billboards, posters in local trains and buses, radio, TV etc. To make the fictional “Balbir Pasha” a part of street talk by the use of

common man in the advertising campaigns.

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Advertisements that appeared on billboards and news papers.

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Television Ads

India Will Hariyas wife and unborn child contract HIVAIDS.flv

India - Balbir Pasha Campaign - healthy appearance.flv

India - Balbir Pasha Ad Campaign - Bar Condom Film.flv

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MONEY

United States Agency for International Development (USAID) granted $ 20 million over 5 years to implement the project Operation Lighthouse. The money was a much needed relief for Population Services International (PSI)Media-dense environment of Mumbai – Campaign materials had to be bold, controversial and eye-catching.

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MEASUREMENT Increase in proportion of individuals reporting last-time condom

usage with commercial sex workers from 87 per cent to 92 per cent Threefold increase in retail sales of condoms in the red light district Increase in Voluntary Counselling and Treatment services usage It was one of the most popular campaigns at that point in time and a

point of discussion in every drawing room. It certainly had a huge impact on the psyche of the Mumbai male

Attitude Indicators– Moderate to high personal risk perception with a non-spousal

partner - Saw a +18% change from 37% in 2002 to 55% in 2004– Reducing the number of partners will reduce HIV risk – Saw a

+63% change from 11% in 2002 to 74% in 2004– Intend to get tested for HIV/AIDS -Saw a +35% change from

21% in 2002 to 56% in 2004

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MEASUREMENT

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Bibliography http://www.thensmc.com/resources/showcase/will-balbir-pasha-get-a

ids?view=follow_up http://thensmc.com/sites/default/files/Will%20Balbir%20Pasha%20

Get%20AIDS%20FULL%20case%20study.pdf “Breaking Barriers: An Integrated Approach to Targeting

Interpersonal Communications—Description, Analysis and Priorities 2002-2004, case study

Videos from Youtube Paper on India's Operation Lighthouse Breaking the Mold on Traditional HIV/AIDS Behavior Change

Approaches http://www.heart-intl.net/HEART/072404/balbircasestudyapproacht

o%20re.pdf