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Case Study On Indian Brands Food


Brand

Godrej

Agency

WAT Consult

Godrej Appliances held a clear vision to contribute their bit to the society by encouraging nourishment for under-privileged kids through their digital endeavors.

Objective

The objective of the campaign was to use Instagram as a platform to enable the digital audience to contribute to the cause of feeding underprivileged children, while also generating goodwill for the brand.

Execution

Instagram is the platform that encapsulates thousands of food pictures everyday usually uploaded by millennial, using various hashtags #InstaFood being one of them.

This hashtag served as a perfect opportunity for brands to leverage this popular habit of Instagram users. With that thought in crux, the brand launched its digital campaign titled ‘Flaunt to Feed’ on Children’s Day. The initiative primarily on the photo-sharing app promised to channel the social media frenzy around food to provide these children with necessary nutritious, wholesome and hygienic meals prepared in the kitchen which nourishes both, body and soul

All people had to do was simply tag the brand’s Instagram handle the next time they uploaded a food photo using #instafood. For every tag received, Godrej Appliances helped feed one underprivileged child. So each time you relished a yummy dish & decided to flaunt it online, that simple & effortless action could help feed a child – A unique way to crowd-source for a social cause.

The brand joined hands with ISKON Food Relief Foundation’s ‘The Annamrita Project’ for the initiative which aims to liberate children from the vicious cycle of malnourishment and illiteracy.

The brand leveraged on the 360 degree feature to spread their message for the cause and created illustrations through bright, scrumptious food pictures.  Social content including Instagram Stories and engaging GIFs made sure the brand connected to all types of foodies.

The brand also collaborated with the Indian Food Blogger’s Association (IFBAI) Awards which saw eminent food bloggers come together and support the campaign. The FBAI saw merit in the cause and promoted this initiative via their Twitter handle, post the event.

Influential personalities in the Food and Beverage industry such as Ranveer Brar, Rajita Tiwari spoke about how the campaign is a simple yet powerful way to make a difference in someone’s life.

Food bloggers like wishkeyaffairs and debbiedares contributed by tagging the brand’s Instagram handle on their food photos.

Results

Together, fans and bloggers helped provide nutritious meals to 1672 kids through this campaign that reached out to more than 62 lac people on Instagram with over 2 lac engagements.

Using this platform and specific insight with a mix of social media and influencers, Godrej Appliances managed to share some festive cheer this New Year.


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Product details

Amity Research Centers (2011)
Cadbury India Limited (CIL), a wholly-owned subsidiary of Kraft Foods Inc was the market leader in the Indian confectionery market as of 2011. Since inception, the company focused on its marketing communication as confectionery products were considered under the impulse buying category in India. In order to expand its market, CIL kept on launching new ad campaigns to influence the customers. Initially, CIL targeted the children with ads featuring parents buying chocolates for children. Though the ads were successful, they also created embarrassment in the mind of the adults to consume chocolate themselves in social settings. In mid-1990s, the company launched ‘The Real Taste of Life’ ad campaign to encourage young adults to shed their inhibition to eat chocolates. In late 1990s, CIL launched another ad campaign ‘Khanewalon ko Khane ka Bahana Chahiye’ (People just need an excuse to eat) to expand its market further. In mid-2000s, ‘Kuch Meetha Ho Jaaye’ (Let’s have something sweet) campaign was launched to encourage the celebration of joyous occasions with the Cadbury Dairy Milk (CDM) bar, through which CDM was positioned as a substitute to the traditional Indian sweets. As of 2011, the persuasion continued with the company’s new ad campaign ‘Shubh Aarambh’ (Auspicious start) where it tried to strike a chord with the cultural truth to consume something sweet before an auspicious occasion. However, critics were skeptical about the success of positioning CDM as a substitute of traditional sweets as a box of sweets was much more cost effective. On the other hand, some experts opined that for further growth, CIL needed to position its chocolates as a snacking option. However, as a snacking option, it would again face competition from home made as well as street-side food. The case study discusses Cadbury India’s marketing communication strategy over the years to sustain leadership in the Indian confectionery market.
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