The outbreak of dengue fever in India’s capital, Delhi, has led to panic. With government agencies already overstretched due to the upcoming Commonwealth Games, two brands have taken it upon themselves to help protect citizens and relieve their health anxiety. All-Out, a mosquito repellent brand, has teamed up with Radio Mirchi, a well-known radio station, to launch an “anti-dengue” drive: People call in to the Radio Mirchi studio numbers anytime during a live show to give details on areas where they feel government agencies have failed to check mosquito breeding.
As a part of the drive, All-Out is carrying out free fumigation of the reported area, while Radio Mirchi radio jockeys are using the power of their medium to escalate the matter with the authorities. The drive, still in progress, is generating goodwill for both brands among Delhi residents. By providing truly useful solutions when governments falter—as we’ve seen in Pakistan and South Africa, among other places—brands can forge respect and trust with anxious consumers.