Summary
Implementing a strategy that ranges from use of emerging technologies such as voice and chatbots to content integration and use of regional influencers ensured success on all fronts for Aashirvaad taking it many steps closer to maintaining their leadership in the category.
Challenge
India is known to be home to a diverse population with varying food consumption habits across the nation. While wheat is the most important staple in North India, Rice is the staple food of South India.. Aashirvaad Atta is the leading wheat flour brand in North India but their foothold in south India has always been a challenge due to the consumer preference for rice and rice based food.
Objective
Aashirvaad Atta, the No. 1 packaged Wheat Flour (Atta) from ITC wanted to increase their penetration further in South India by increasing the consumption of Atta in the region. The barrier to increase consumption is the consumer preference for rice based products as part of the region's culture. Almost all festivals would include a menu with Rice as part of the main course. The key task in South India was to drive volume growth by increasing occasions and frequency of consumption by bringing about habit change in the South India homemaker.
Strategy
Aashirvaad atta wanted to drive behavior change among their consumers to increase consumption of wheat based food. The brand devised a holistic 3-pronge strategy to win in South India 1. Educate: with content around recipes using wheat and wheat flour during Indian festivals 2. Engage: with the home maker through personalized messaging and consumer connect programs 3. Emphasize: on the ease of creating new and interesting dishes at home to make festivals even more special
Data
The key purchase decision maker for Atta is the woman of the house – she is in the age group of 25 – 45 yrs. old and the does everything that is good for her loved ones. She wears multiple hats in her everyday life - a career woman who also manages the entire family and of course the kitchen. Her efforts to innovate in the kitchen is supported by her participation in social network communities. Mother and homemaker communities on social are her first port of call for any suggestions in managing everyday challenges.
Solution
i. Educate: Wheat flour based recipes were created targeting Recipe Seekers on digital. The recipes were discovered by the consumer across multi screen touchpoints a. Video Cookbooks were distributed through Whatsapp messages and SMS b. The chatbot Ananya, managed by Aashirvaad, aided website visitors in discovering new recipes c. Playlist on YouTube was promoted to young home makers who are looking for newer recipes to try at home. d. The videos were also promoted on Aashirvaad's social handles ii. Engage: Aashirvaad atta ran contests surrounding recipes to drive experimentation with wheat flour during Diwali a. Try My Recipe contest is a seasonal contest inviting homemakers to submit their recipes made with Aashirvaad Atta giving them a chance to have their recipe printed on the package. b. Aashirvaad Atta partnered with ConvoSight to tap into consumer conversations on food that are in abundance in closed groups on social networks. Basis the conversations in these closed groups, the recipe contests were customized for each and every group thereby encouraging more participation from cooking enthusiasts iii. Emphasize: Aashirvaad partnered with Regional culinary influencers to create wheat flour based recipes that would interest homemakers. a. Popular influencers from the 4 southern states in India were leveraged to create market specific recipes that are related to each of the 4 south states b. The brand partnered with the 1st ever Tamil YouTube family drama series to integrate the use of Aashirvaad atta in the daily life of the homemaker who is the protagonist in the show to show the relevance of wheat flour in the life of today's women.
Results
Business Impact The overall initiative saw extensive reach among homemakers in south india across the 3 phases Educate: • Mother's Cookbook from Aashirvaad saw reached 514,000 users generating 1.6 Million views • The chatbot Ananya helped consumers find 250+ recipes across multiple cuisines • Subscribers on YouTube grew by 163% Engage: • The Try My Recipe contest generated 176+ million impressions and the participants submitted 7500+ recipes • Customized Recipe contests generated in partnership with Convosight generated 1900+ entries resulting in 16000+ conversations around the brand Emphasize: • 14 Creators from the 4 south states made 90+ videos generating 12+ Million views • Aashirvaad Atta association with the digital web series "Vallamai Tharayo" reached 262 Million users with atleast 60 Million users viewing more than 50% of the show Market Impact • Aashirvaad Atta reached millions of South Indians driving positive brand conversations. • The Try My Recipe initiative gained highest mentions for the brand during the entire campaign period driving significant uplift in positive brand sentiment • Monthly average consumption of wheat flour per household in South India grew by 12% over the campaign period.
