Digital Marketing Case Studies

1. Proease – #BadalKarDekho Campaign (2025):

   • Objective: To address period struggles and challenge societal norms.
   • Strategy: Proease collaborated with influencers and celebrities to discuss period comfort and the need to move away from traditional, uncomfortable products.
   • Outcome: The campaign sparked conversations about women’s comfort during menstruation and positioned Proease as a progressive brand in the feminine hygiene market.
   • Source: Social Samosa

2. YesMadam – Mental Health Awareness Campaign (2024):

   • Objective: To highlight the importance of mental health in the workplace.
   • Strategy: YesMadam initiated a campaign that simulated mass layoffs to draw attention to workplace stress, later clarifying it was a stunt to promote mental well-being.
   • Outcome: The campaign received significant backlash for its approach, leading to discussions on ethical marketing practices and the importance of mental health.
   • Source: People

3. Durex India – Targeting Women and Rural Consumers (2024):

   • Objective: To increase condom usage among women and rural populations in India.
   • Strategy: Durex reformulated products and launched marketing campaigns focusing on women’s sexual wellness, aiming to overcome social taboos and reach underserved markets.
   • Outcome: The initiative aimed to boost sales and promote safer sexual practices, though challenges like social norms and distribution hurdles persisted.
   • Source: Reuters

4. Toyota and Maruti Suzuki – Hybrid Vehicles Promotion in Uttar Pradesh (2024):

   • Objective: To promote hybrid vehicle sales in Uttar Pradesh following recent tax waivers.
   • Strategy: The companies launched aggressive marketing campaigns, including telesales, social media advertisements, and direct customer engagement, emphasizing the cost savings and environmental benefits of hybrid cars.
   • Outcome: The campaigns led to a surge in showroom inquiries and increased sales of hybrid models in the state.
   • Source: Reuters

5. Bharatiya Janata Party (BJP) – Female Voter Mobilization (2024):

   • Objective: To increase female voter turnout in the 2024 Indian general elections.
   • Strategy: A secret war room in New Delhi utilized data analysis, social media, call centers, and self-help groups to target and activate 12.5 million female voters.
   • Outcome: The initiative played a significant role in mobilizing female voters, contributing to the BJP’s electoral performance.
   • Source: Wired

These case studies illustrate the diverse strategies employed by Indian companies to engage their target audiences and address specific market challenges.