The Campaign

In the fast growing health snack category in India, competition was heating up with new launches every day. With little to choose between all the celebrity laden launches, Aliva needed to break clutter and announce the launch of a new range of snacks with multi-grains in a completely differentiated manner. We leveraged our two key assets, the proposition ‘Upar Se Tasty, Andar Se Healthy’ (‘Tasty from Above, Healthy from Inside’) and our brand ambassador -Vidya Balan (famous Bollywood actress). ‘Well begun is half done’ and the search for an ideal launch pad led us to look for the interests of our TG that could be leveraged to draw hype around the launch. Our TG was the discerning and sophisticated women (in early 30s) from Metros who had a taste for theatre. Theatre was chosen as the preferred medium for us integrate our biggest assets: our proposition as the story and our ambassador as the protagonist- in a unique press conference that left the Indian media spell bound and asking for more!!

The Brief

We needed to drive anticipation and hype through PR to launch Aliva multi-grain waves with strong ‘healthy and tasty’ credentials by leveraging the new proposition of (‘Tasty from Above, Healthy from Inside’) and the celebrity brand ambassador.

Results

1. ROI of 10X through 265+ media exposures in 15 days, across 10 cities 2. 87 print exposures 3. 39 TV exposures (23 channels) 4. Exposure on 139+ prominent websites 5. Client Quote – “The clever interweaving of the proposition and the celebrity in the musical skit was a complete flip on a conventional press conference and set up a grand stage for Vidya Balan’s entry –creating an absolute furore in media! We received more than half a million dollars’ worth coverage in media thanks to this innovation!” 6. Huge hype in media over the celebrity’s first ever “double role”. 7. The celebrity went on record, thanking the brand because she “always wanted to do a double role”.

Execution

Unsuspecting journalists from leading media networks were called for a press-conference at a 5-star hotel in Delhi. Expecting yet another dull press-conference, they were surprised with a play that brought alive the brand proposition. Drama was enhanced with the last act revealing the brand ambassador emerging with a bag of the new Aliva Multi-grain Waves in her hand. After a few bytes (and bites) from the brand ambassador about the new Aliva Multi-grain Waves, a formal introduction to the brand was followed by unique 1 on 1’s that saw no bounds to media’s happiness!

The Situation

In the continuously cluttered health snack category, we needed a quick build-up for Aliva’s new range within no time. In the absence of any first-mover advantage, the situation demanded that we leverage are aforementioned assets in a disrupting format that caught the fancy of the press (bored with the usual boring press-conferences) and got extensive talkability as a multiplier to our media campaign.

The Strategy

Our target group was discerning and sophisticated women (in early 30s), residing in metros, who were ‘calorie conscious’ but wanted taste as well in their snacks. Our research (TGI) showed that theatre was a high affinity medium for them and they had an inclination to watch tasteful plays. Thus, for the launch, we leveraged the discerning TG’s taste for theatre by creating a play which used our two assets. The play built the story around the proposition (Tasty from Above, Healthy from Inside) and leveraged the celebrity (Vidya Balan) as the protagonist, who was revealed as a surprise for the press , and, who in turn, revealed and endorsed the brand’s new avatar.