SAWAAL UTHAO

“Ask the right question, India!” Problem India questions everything- gold, milk, food quality. Except medicines. In a market where 5-25% of medicines are substandard or fake (CDSCO), millions of prescriptions sit outside the regulatory system. Patients have no Way to tell the oe difference. Blind trust became anational health crisis». °° The Idea We turned a question into a national health habit. “Sawaal Uthao” (Ask the Question) gave patients the power to verify their medicines through a national QR-based traceability system, tracking origin, storage and supply chain. It made India ask- when you question everything else in your life, why not your medicines? We scaled it by hijacking India’s everyday behaviour- QR scanning for payments- turning every scan into a moment of truth and health curiosity. Every non-brand name generic medicine now became traceable. SAWAAL UTHA@ We didn’t just create a behaviour change campaign. We created health infrastructure. Scan QR code Peston the GR code within 148M+ Impressions Across Social 1.07M+ Scans “Genuine medicines” became the #1 reason to buy from Tata 1mg 48% to 68% Consideration 22% Growth In New Users 14% Growth In Orders