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What is Marketing Communication and Promotion Mix about?

The marketing campaign by Pepsodent used an integrated approach to promote brushing teeth at night among children. It introduced the concept of "Bhoot Police" in a television ad that fights germs. Another ad featured mothers singing a prayer song to encourage their children. The jingle was promoted on radio where parents, teachers and others sang it live. Contests were held for writing lyrics to the jingle and for children to become "bhoot police" to increase recall and consumption.

Author

Ruchika Singh Malyan

Language

EN