Around 80% of Bangladeshi households do their cooking on earthen traditional cookstoves. These stoves burn inefficiently and produce a lot of smoke, soot and stains. Over 20,000 women develop respiratory complications and diseases every year – just from inhaling excessive kitchen smoke.
Category branding to bring all products under the single ‘Modern Stoves’ was followed by development of a single, culturally-relevant logo (i.e. the origami windmill). POS, outdoor advertising and the like were supported by a range of market activation e.g. street theater, mobile film screening, Improved Cookstove fairs etc. The campaign also featured household visits for interpersonal communications (IPC) and sales calls.