Summary
• We identified a charming way to drive awareness and relevance of good gut health, without talking about poop. • 14% increase in purchase intent; 14% increase in average monthly sales volume; overcame major barrier to adoption.
Challenge
AN INTEREST IN MULTIGRAIN WAS NOT TRANSLATING INTO PURCHASE With the nation shifting to a healthy lifestyle, the market was witnessing a growing number of multigrain based offerings across food categories like biscuits, cereals & breads. To capitalize on this trend, India's Number 1 atta brand, Aashirvaad launched a multigrain variant of atta. But we weren't seeing consumer interest in multigrain translating into an increase in sales. It appeared that India's atta expert was unable to persuade mothers to give multigrain atta a go. On further investigation - MULTIGRAIN WAS PLAGUED WITH MULTIPLE CHALLENGES: 1. Multigrain commanded a price premium but offered generic benefits at a 15% price premium! 2. Mothers were concerned that using multi grain would affect the softness (& hence taste) of her rotis. 3. Whole-wheat atta was a staple and family favourite. It was going to be an uphill battle to replace it completely.
Objective
Our key campaign objectives: Objective 1: Convert awareness of Aashirvaad multigrain atta into intention to purchase it. Objective 2: Address negative perception that multigrain affects the softness of rotis. Objective 3: Get more consumers to buy Aashirvaad multigrain atta.
Strategy
OUR INSIGHT - MOTHERS MAY NOT CARE ABOUT MULTIGRAIN ATTA BUT THEY DO CARE ABOUT THEIR CHILD'S BOWEL MOVEMENTS • While multigrain was rich in fiber & a good source of energy, its hero benefit was aiding digestion, or to put it candidly, it helped you poop. • Constipation is a common problem in India, but as a nation we're too embarrassed to discuss it openly. And while 22% of our adult population suffers from constipation, 1 in 3 children do and yet no brand had targeted constipation in children. • This was our opportunity as all mothers knew that good bowel movement was critical to her child's good health. • A giant food brand talking bowel movements in a nation that holds food sacred, was risky business but it was time to talk comfortably about something that made us all uncomfortable. SHIFT THE CONVERSATION FROM ENERGY ----- A KID'S BOWEL MOVEMENT
Data
Client Data, Client Research, Your-Story.com
Solution
WE HAD TO TALK ABOUT BOWEL MOVEMENTS WITHOUT BEING POTTY MOUTHS We stumbled upon an innocent question that all mums ask their young kids every morning: "Hua Kya" (Has it happened?). This innocent question offered us a charming way to talk about poop on national television, without talking about it. Other campaign initiatives educated, but also engaged mothers and addressed some key barriers to adoption.
Results
WE GOT DISINTERESTED, RELUCTANT MOTHERS TO CONSIDER MULTIGRAIN ATTA AS PURCHASE INTENTION INCREASED BY 14% WE FINALLY CONVINCED MOTHERS TO SWITCH TO MULTIGRAIN ATTA AND EXPERIENCED OUR HIGHEST EVER JUMP IN MONTHLY SALES VOLUME AT 14% WHY THIS IS SIGNIFICANT We convinced mothers to pay a 15% premium for multigrain atta in a pandemic year when she had become more budget conscious. WE DID EVEN BETTER WITH THE MODERN DISCERNING MOTHERS WHO SHOP ONLINE, AND WITNESSED A WHOPPING 45% INCREASE IN DEMAND ON E-COM PLATFORMS WE OVERCAME A MOTHERS MAJOR BARRIER TO ADOPTION AND WITNESSED A JUMP OF 21% IN NUMBER OF MOTHERS BELIEVING MULTIGRAIN ATTA GIVES SOFT ROTIS Eventually, by taking on a real-life concern, charmingly, we managed to reframe multigrain's role in helping ‘flush-out' a real problem that plagues mothers every day.
