Results and Effectiveness

The activity ensured positive engagement with kids while upping their fun factor • 75,000 kids through digital & on-ground • 2000 families visited & witnessed the Record Activity successfully delivered on the profitability parameter for the brand • Sales in value grew by 24% & in volume by 28% between June & Nov • The campaign infused passion in kids to collectively create a World Record of 120ft x 4ft. • What makes it unique is that it captured the minds of the kids, and kept them engaged over 3 months.

Creative Execution

We targeted kids & mothers on digital platforms frequented by them - display ads, banners, eSMS, viral videos and Contextual Search via Google. Over 65,000 kids registered on the website and uploaded their mini-jammy art to participate in the attempt of creating World’s Larget Jammy Art Record. We chose 14th November as the event date to own the space of Children’s day with fun and festivity of creating World largest Jammy Art. The NSE Exhibition Center, Goregaon was strategically chosen for its sheer space to accommodate the size of the record and also as it has an easy accessibility from the airport. The Stage was set for kids to create their own wonder of the world. The little fingers that could barely hold a full pack of bread were ready to conquer the record of 120ft x 4ft of bread sheet.

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!