BACKGROUND In Thailand, 94.6% of the population are Buddhists. For many, Buddhism is more than a religion—it’s a way of life. Visiting temples, making merit, offering Sangha Dana (alms for monks), and observing the Five Precepts are deeply ingrained traditions. The First Precept emphasizes compassion and forbids the killing of any living being. However, when it comes to blood-sucking pests like mosquitoes, even devout Buddhists often disregard this precept, swatting and killing them without hesitation to avoid itchy bites and disease. This fear has made chemical repellents highly popular, as many believe only strong products are effective—despite their hidden health risks. CHALLENGE Kayari, a brand known for natural and herbal mosquito repellents, offers safe, plant-based alternatives to chemical products. Its unique formulas repel mosquitoes without killing them. However, despite its health benefits, the brand struggles against chemical-based competitors as consumers perceive its safety and friendliness as signs of ineffectiveness. Research revealed that during the mosquito-heavy rainy season, coinciding with Buddhist Lent, 74.86% of Thai Buddhists make merit by offering Sangha Dana. Yet, repellents are rarely included as alms for fear they might encourage monks to break the First Precept. This presented an opportunity to align Kayari’s product with Buddhist values while changing perceptions. IDEA We introduced “SanghaKayari” (Sangha Dana + Kayari), a reimagined Sangha Dana designed to protect monks from mosquitoes on temple grounds, which are sanctuaries for all living beings. This offering allows Thai Buddhists to uphold the First Precept—refraining from killing—while effectively repelling mosquitoes. The core idea, “Repel Mosquitoes, No Killing = No Sin,” turned Kayari’s perceived weakness into a powerful brand message. By aligning the product with Buddhist values, we created a “Buddhist Commercial Strategy” that deeply resonated with Thai culture and traditions. SanghaKayari packages were sold online and amplified through engaging content on social media platforms like Facebook and TikTok. RESULTS The campaign revolutionized Thai consumers’ perception of mosquito repellents, sparking a shift toward safer, healthier alternatives while reinforcing their religious principles. SanghaKayari didn’t just raise brand awareness—it built unwavering brand love by deeply aligning with Thai Buddhist values in a way no other product had before. •650,533+ Impressions •464,247+ Reach •100% SOLD OUT IN JUST 1 MONTH