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Partnering in Tamil Nadu

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Partnering in Tamil Nadu INMA Global Media Awards ’19 Best Marketing Solution for an Advertising Client ACTIVITY REPORT Background • Parle Platina, is a newly formed division at Parle that handles premium products. • South India has a very strong acceptance for premium products and hence a very important market for Parle Platina. • Tamil Nadu has been a challenging market for Parle, despite significant media investments. Marketing Objective • To create emotional connect with the audience of Tamil Nadu for Parle Platina range of cookies. 2 CONFIDENTIAL Campaign Idea • Create traditional South Indian festive sweets with Parle Platina range of cookies during the festive season. • Create a local connect with the audience by integrating the campaign with the tradition of cooking home-made sweets on festive occasions with a locally renowned Chef giving a twist to traditional recipes. • Campaign was called Parle Platina Festive Delight. • Tamil rendition was Parle Platina Pandigai Palagaarangal. 3 CONFIDENTIAL Local Chef Rakesh Raghunathan, popular chef from Tamil Nadu was on-boarded to anchor the cookery contest and be the face of the campaign. 4 CONFIDENTIAL Multi media amplification to create consumer connect 100+ posts and recipe videos on The 14 Micro-influencers 32 inserts* 8 weeks*22 editions Hindu, Hindu Tamil and Puliyogre led engagement with 60+ Travels Posts and stories RWA & Ladies Club Activation Mall Activation in Chennai 5 CONFIDENTIAL 1) Campaign Launch 5) Brand Engagement • High Impact media • Brand engagement launch in Print and content in form of “Story Digital of a Cookie” across print and Social media. 2) Chef Recipes 3) Chef opens Contest 4) Grand Finale • Celebrity Chef creates • The Chef opened • 100 shortlisted women invited traditional sweets using Consumer contest. for grand finale at Chennai Parle platina cookies. • Gold coins offered as • Winners of the contest got to • Recipes are amplified gratification. display & sample their sweets across Print & Digital • Recipes start pouring in. at Sri Krishna Sweets, a popular local chain of sweet shops 6 High Impact Print Launch with Front Page Ad Launch in The Hindu South All Editions and Hindu Tamil- TN All Editions Reach- 68 Lacs in South India 7 CONFIDENTIAL Chef Recipes The Chef created 3 recipes for traditional South Indian sweets using Parle Platina Cookies. • Milano Mixed Berries Halwa • Nutricrunch Somasi • Hide & Seek Café Mocha Payassam Two versions of videos were created- 59 seconder for Instagram & 2-3 minute for FB Amplification 8 CONFIDENTIAL Chef Recipes- Print Amplification Hide & Seek recipe was carried in Hindu Tamil-TN All Editions with contextual branding- Quarter page article Milano and Nutricrunch recipes were carried in The Hindu All South Editions with contextual branding- Quarter page articles In all cases, the product USPs of Parle Platina range of cookies were seamlessly integrated with the flow of the articles 9 CONFIDENTIAL Digital Amplification Followed by Promo Videos on The Hindu, Hindu Tamil & Puliyogre Travels FB & Insta Handles Total Reach- 35 Lacs+ Launch on TH Reader Connect & Puliyogre Travels FB & Insta Handles Respective Parle FB Handles were tagged. 10 CONFIDENTIAL Chef Opens the Cooking Contest- Print Amplification The Chef opened the cooking challenges. Ads in Both The Hindu and Hindu Tamil. Gold Coins offered as a gratification for the winners The recipes had to be shared on the respective FB Handles of Parle Platina Franchises- Hide & Seek, Milano and Nutricrunch. 11 CONFIDENTIAL Cooking Contest- Digital Amplification The cookery contest was heavily amplified through posts and videos on TH Reader Connect, Hindu Tamil FB Handle & Puliyogre SM Handles. Combined Reach- 35 Lacs 12 CONFIDENTIAL Recipes start flowing in Momentum began to pick up once “Gold Coins” were added as a gratification. Recipes were received on social media handles of Parle, Rakesh Raghunathan and TH Reader Connect 300+ recipes received at FB and Instagram Handles of Parle Platina, Puliyogre Travels 13 CONFIDENTIAL Activating Chennai for Contest The Chef’s push Parle Hampers delivered on SM to Food Bloggers- identified by The Chef Recipes pour in! SMS/Whatapp Blast Ladies Club Activation 14 CONFIDENTIAL Recipes received from readers Some selected recipes and their creators were profiled in The Hindu and Hindu Tamil & TH Reader Connect FB Handle 15 CONFIDENTIAL Story of the Cookie-Print Amplification • For campaign sustenance, “Story of the Cookie” series was done in The Hindu and Hindu Tamil. • Launch article focussed on the premiumization of cookies and introduced Parle Platina range of cookies • This was followed by an article dedicated to each franchise, where the product USPs were highlighted. 16 CONFIDENTIAL Story of the Cookie-Micro-Influencer Amplification 14 Micro-influencers amplified the three franchises of Parla Platina- Hide& Seek, Milano and Nutricrunch with interesting posts and stories. These were from genres Food, Lifestyle, Books, Parenting, Stand-up comedy, Fashion and Travel. 17 CONFIDENTIAL Grand Finale The grand finale was conducted in Chennai at AMPA Skywalk Mall. The event was supported by Sri Krishna Sweets, a local retail chain in Tamil Nadu. Event Invite advertisement was scheduled in The Hindu. Grand Finale at AMPA Mall, Chennai 18 CONFIDENTIAL Event Glimpses Round 1- The dishes were judged by Round 1- Women get pre-cooked traditional Celebrity Chef Rakesh Raghunathan and South Indian sweets cooked with Parle Platina other Chefs 19 CONFIDENTIAL Event Glimpses 21 women were shortlisted in Round 1. These women competed in a mystery box challenge and did “Live Cooking” 20 CONFIDENTIAL Winners Ritu Anchaliat Dr. Sharmila C PL Lakshmi Mary Rajan Hindushree Monisha H&S Winner Milano Winner Nutricrunch Winner H&S Milano Nutricrunch Runner-Up Runner-Up Runner-Up 21 CONFIDENTIAL Post Event Coverage Image for reference only 22 CONFIDENTIAL SKS Integration The contest was supported by Sri Krishna Sweets- the winners of the contest displayed and sampled the winning recipes at select outlets of Sri Krishna Sweets. 23 CONFIDENTIAL.
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