The WhatsApp chatbot is an extremely effective platform for brands to communicate with their consumers, as it is cost-effective and scalable to the masses, says Amit Rathi, Global Lead Vice President, Strategy & Agency Leader, Yellow.ai.
Rathi along with Harsha Vardhan Desireddy, Client Partner, Wavemaker, spoke at the Indian Marketing Awards 2021, hosted by exchange4media on Monday. They shared insights on ‘How Bournvita Leveraged Yellow.Ai’s Automation Capabilities to Drive the Conversation About Children’s Mental Health’.
Rathi explained how his WhatsApp chatbot platform, integrated with Bournvita’s ‘GetTheMessage’ campaign, gave children and their parents a platform to discuss mental health issues and seek guidance from privacy experts.
Cadbury Bournvita last year launched #GetTheMessage, a first digital campaign aimed at raising awareness of children’s mental and emotional well-being and partnering with parents on this journey.
“Children make up more than a third of India’s population. More than five million children suffer from some or other mental health problems. However, mental illness is considered taboo. Additionally, access to treatment from professionally trained mental health experts is rare,” Desireddy explained, underlining the importance of the campaign which was hugely successful and impactful.
“Emotions drive purpose, and purpose starts dialogues with users,” Rathi added.
More than 1.5 million parents connected through this unique initiative, Rathi said. They were told how to identify symptoms of mental health problems in their children.
Rathi explained how his seven-year-old company has traveled the world serving over 1,000 clients.
“WhatsApp is the most popular way to communicate in India and throughout South Asia. Also, compared to other modes of communication like talk shows, influencers, or Twitter, chatbots on WhatsApp were much more scalable and private. So we thought about using this platform to allow people struggling with mental health issues to open up privately,” Desireddy said.
The chatbot platform in the campaign was not only cost-effective, but also scalable to the masses and seamlessly integrated, Yellow.ai leaders said.
The campaign was conceptualized by creative agency Ogilvy India, media agency Wavemaker India and mental health organization The MINDS Foundation.
Media partner Wavemaker harnessed technology to power Conversations@Scale and encouraged active dialogue with parents. The seamless consumer journey between paid media and chatbots ensured greater engagement, provided a safe space for concerned parents to have a conversation about their children’s mental health, and increase their understanding of it.
Additionally, the campaign is provided with a dedicated Mann Ki Tayyari website and a 24/7 toll-free helpline, not only to help parents focus on their children’s mental well-being, but also to provide them with resources to sensitively manage growing mental and emotional challenges. that children face these days.
The campaign was also amplified through influencer engagement, online webinars, partnerships with leading online platforms along with integration into the pack to raise awareness among parents.
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