The case explores the digital and influencer marketing challenges confronted by Oracura, an arising Indian oral health brand positioned for oral care. In spite of huge awareness and involvement through social media and influencer collaborations, Oracura struggles to transmute consumer interest into product adoption. The case underlies the gap between awareness and behavioural change in oral health, examines the trade offs between promotional and educational content, influencer credibility versus reach. Students are asked to examine how digital marketing strategies can be lined up with consumer decision making process stages to drive adoption. The case is planned for Undergraduate, Post graduate courses in marketing, digital marketing consumer behaviour.
Nupur Rawal (Fri,) studied this question.