Aarey Milk DM

Background

Aarey Dairy is one of Asia’s biggest and most reputable milk distributers. They wanted to convince retailers that sterilized milk is more hygienic and safe that the milk that’s bought for the local sheds.

Idea

An inflated surgical hand-glove, which resembled an udder, was sent across to the leading milk stockists of India, which demonstrated the benefit of Aarey sterilized milk. Inside, was a brochure that explained and educated the retailers on all the benefits.

Results

The simple idea spoke directly to shop owners and convinced them more than any piece of expensive above-the-line communication could have done. An immediate 9% rise in sales after the mailing activity was proof of that. In addition, more stockists have started asking for sterilized milk.

Our Thoughts

If you live in a B to C world, then Direct Mail will not always make sense to you. But in B to B it is so often the most appropriate medium, if only clients and agencies realised!

Take this as a problem. Most of the milk sold in India comes fresh from the udder. Not necessarily wonderfully good for you. So how do you get the bigger shops in the better areas of town to take your premium product? Bearing in mind internet penetration in India is still only around 20%.

You send them a rubber glove, of course you do. It’s obvious.

Or it should be.