Results and Effectiveness

• Over 2.6 Million video views for the webisodes. • 64,600 on the YouTube channel itself we introduced social apps on the Brand’s FB Page • 60,000 social fans and followers within 2 months • 1,500 user generated soupy stories were shared across formats – video, text, image which garnered over 50,000 votes from the rest of the community and their networks Facebook Virality rate 3x higher than industry average which implied the content was highly likeable, shareable, differentiated and relevant for the TG.

Creative Execution

Our TG spent 1/3 of their day at work and are connected to the web. They preferred retreating to social networking sites like YouTube, Facebook and Twitter in between breaks. Using conventional media tactics to reach this audience would not help land our message. We needed far more disruptive and engaging means to really soup it up! Our solution was a video series of quirky, amusing and highly relatable soupy situations at work. We even announced a contest on Facebook wherein users can share their “soupy story” with us to bag the title of “Sabse Bada Soup-a-Star” and get featured on national TV (CNBC TV18) with their story. We went on to create the 1st ever crowd sourced (fan generated) brand communication in the form of a short video.

Insights, Strategy and the Idea

Knorr, a leading brand in culinary and packaged soups, was launching its instant soups in India for the first time. This instant soup format contained croutons to add the necessary crunch and differentiate it from the rest of the competition. The objective was to announce the launch and engage the TG with the core brand proposition to generate trials. Knorr wanted to reach out to working Indians, aged 25-34 years, across 8 metros in the county. We noticed that people get caught in a 'soup' at work. Our Mantra: When you land in a soup, just crunch it out with Knorr!