Suraksha Ka Teeka

2023

Dentsu Creative partnered with Mortein to address the issue of malaria in rural India through an innovative household product called the 'Kaala Teeka'. This unique product was developed with the aim of making India malaria-free by 2030. The 'Kaala Teeka' was a reimagined version of a traditional 'teeka' that incorporated eucalyptus oil, known for its mosquito-repellent properties. The formula was transformed into a convenient roll-on format.

The distribution of this groundbreaking product initially took place in Bareilly, Uttar Pradesh, as part of Mortein's comprehensive campaign to combat malaria. Recognizing its potential for wider impact, the product is currently being evaluated for scalability to reach a broader market.

The successful campaign achieved significant recognition at the Cannes Lions 2023 festival. It received two prestigious Lions awards: a Media Bronze and a Brand Experience and Activation Bronze. Additionally, the campaign was shortlisted in three categories, namely Media (two shortlists) and Outdoor (one shortlist). This recognition at Cannes Lions highlights the campaign's effectiveness and creativity in tackling the issue of malaria and creating awareness around the 'Kaala Teeka' product.

Through their collaboration, Dentsu Creative and Mortein have not only developed an innovative solution to combat malaria but have also achieved acclaim for their impactful campaign strategy. The 'Kaala Teeka' stands as a testament to the power of innovative thinking and collaboration in addressing significant public health challenges.

Th campaign also received media coverage from Financial Express, BrandingInAsia and Adgully to name a few.