During the early days of the pandemic, all febrile illnesses took backstage with the exception of COVID19. At Malaria No More India, Kaushik instrumented the BKMLL digital campaign to educate over 180 million Indians on the urgency of preventing mosquito-borne diseases. BKMLL improved health-seeking and personal protection behaviour and emerged as one of the global digital health best practices in raising community awareness.

Malaria No More (MNM) rolled out the campaign in partnership with The Times Group. MNM India convened a “Creative Council” of India’s top media leaders. WPP Ogilvy, a communications agency, led the brand creation. In 2020, the campaign reached over 100 million Indians, and in 2021 the reach exceeded 180 million. BKMLL was recognized as one of the most successful digital campaigns during the pandemic by the RBM partnership, Meta, and The World Bank teams.