To kick-start the campaign, awareness was reached through display ads, press ads, social media shout-outs and EDMs on the “Start Healthy with Guardian” program. The program pack consisted of a specially curated program booklet, which provided parents with nutritional information, activities with their toddlers, growth chart trackers and various tips & advice from experts.

Despite minimal budget spent on advertising the program, it achieved an astonishing 1 registration in every 3 seconds at its peak! Earned media increased dramatically on the day of launch as several parents closed groups, forums and chat groups were spreading the news to one another. Registration was overwhelming and had to be closed the next day.