Rainco, the market leader in the branded mosquito bed net category desired to experience a growth in their sales and wanted to develop communication campaign to increase awareness for the product, to differentiate the brand from the non-branded cheap Chinese bed nets in the market. When Sarva went in and researched the market we found that a large portion of the market was wanting to use bed nets as it was considered the healthiest way to protect themselves and their family from mosquitoes.
However, fear of the unknown and general discomfort prevented them from trying out bed nets and instead, sticking to other methods to protect themselves from mosquitoes, such as mosquito coils and sprays.
They also had concerns about the added heat and nets being able to tear off easily. We realised that Rainco bed nets were designed to address these features. They are also made of cotton which allowed for good air flow and the thickness of the material made it resilient to tears.
We positioned Rainco bed nets as the perfect product for the local climate and created a campaign to grow the market, as opposed to fighting for differentiation. A commercial was developed where we had a teacher talk about how well Rainco bed nets are suited to the local climate and atmosphere.