Results and Effectiveness

The activity ensured positive engagement with kids while upping their fun factor • 75,000 kids engaged & 13,989 online uploads in just three months • Over 45,000 ‘My Profile’ shares on Facebook • 943,473 votes through the website • Created the largest Jammy Art of 120ft x 4ft recognized by Limca Book of Records. • Extensive media mileage in print & online media Activity successfully delivered on the profitability parameter for the brand • Sales grew by 24% in value & 28% in volume

Creative Execution

The idea translated into a web application which rested on www.Jammyart.com. Jam tubes replaced paint brushes & bread, roti, dosa was the canvas. Kids registered on the website and uploaded their mini-jammy arts to participate in the attempt of creating World’s Larget Jammy Art. For the campaign to be successful we designed an effective media strategy that infused both brand and fun element all throughout. Constantly reminding them of end gratification we kept them hooked and sewn to the campaign. Digital Drove traffic to the website thru display ads, banners, SMS, viral videos and Contextual Search TV TVCs aired across fiction format shows targeting mothers motivating their children to participate Print 1 Million Mothers read fun-filled Jammy Art stories with food-art visuals in popular city supplements On-ground On 14th Nov 2011, a landmark event invited winner kids to create the World’s Largest Jammy Art of 120ft x 4ft.

Insights, Strategy and the Idea

Low involvement within Jams category affected purchase pattern resulting in lower consumption of the Kissan Jams. Thus the challenges faced by the brand were two-fold 1. Increase consumption by driving multiple occasions of product usage 2. Create a communication based on the brand philosophy - Kissan makes my meal moments enjoyable (kids) Insight – Kissan Jam consumer is divided into two categories – Mother (the purchaser) – who is constantly posed with the challenge of feeding wholesome food to their kids and kids (the consumer & influencer) – who detest food they find disinteresting. They are inherently creative and find ways & means to make their food look appetizing to eat. Idea – We envisioned giving little kids a chance to do something big & gigantic, as big as creating a never done before World Record recognized by the prestigious Limca Book of Records. Thus the birth of Jammy Art!