How We Closed India’s Typhoid Awareness Gap - Reaching Millions Nationwide

Client

Bharat Biotech is a pioneering Indian biotechnology company recognized globally for its research-driven vaccines and public health innovations. With a legacy of addressing pressing health challenges, it continues to advance preventive healthcare through science and awareness.

Objective

Bharat Biotech set out to raise awareness about typhoid and drive people to consult doctors for vaccination.

The Solution

India records the highest number of typhoid cases in the world, yet the disease is rarely taken seriously. Typhoid isn’t an unfamiliar word — it’s something most Indians have heard of, maybe even experienced. But that familiarity has created complacency. People know the name, not the danger. The sense of urgency around it was missing.

We wanted to change that. With one simple yet powerful message, we set out to remind people that Typhoid Needs Attention — that this disease demands awareness and action.

Flagship Brand Film with Rahul Dravid:

Leading the campaign was a hard-hitting brand film featuring Rahul Dravid, whose credibility and trust amplified the message. The film was told in reverse, dramatically tracing everyday moments back to their contamination point — a powerful visual reminder of how easily typhoid spreads and how preventable it truly is.
Multiple cutdowns targeted parents, food lovers, and frequent travellers — driving high relatability and strong recall.

Building a Campaign that Left No Room for Ignoring Typhoid

We designed an integrated pan-India awareness campaign built on multiple pillars that spoke to both the public and healthcare professionals (HCPs):

1. Digital Hub for Credible Information:
The campaign’s central hub, www.typhoidneedsattention.com, became the go-to destination for both audiences — featuring easy-to-understand content for the public and detailed resources for HCPs.

2. Strategic Vernacular Push for Greater Local Connect:
To ensure inclusivity and impact across India, the campaign was localized into eight languages, building stronger emotional and cultural resonance across diverse geographies and demographics.

3. Digital Paid Media and Influencer Marketing Push:
We deployed a robust digital paid media strategy to amplify awareness, recall, and engagement. Targeted campaigns across platforms maximized reach, impressions, video views, and website visits within identified cohorts and personas. Additionally, an influencer marketing drive extended the campaign’s credibility through voices from parenting, healthcare, and lifestyle communities, further reinforcing the call to action.

4. Timed Content Strategy:
We aligned campaign bursts with high-risk monsoon periods, amplifying urgency when people were most vulnerable to infection.

5. Expert-Led Conversations:
Collaborations with pediatricians, healthcare professionals, mothers, travellers, and nutritionists helped strengthen trust and guided audiences toward informed preventive action.

Outcome

The campaign successfully reframed typhoid as a pressing health concern and moved the conversation from casual neglect to proactive prevention. With strong engagement across digital platforms, the initiative guided families to consult doctors and consider vaccination as the best defense.

Results

In just four months: