The Brief

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)

Describe how the promotion developed from concept to implementation

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!

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Jammy Art was conceptualized to engage them with a series of activities that would bring them closer to the brand and turn their “Yuck” for homemade staple food to “Yumm”. This in a way helped mothers to feed them wholesome homemade food, with a little touch of Kissan jams. The idea translated into a web application which rested on www.Jammyart.com. Jam tubes replaced paint brushes & bread, roti, dosa was the canvas. Communication across various mediums were targeted to make kids come online and create their own versions of Jammy Art, by participating in an online contest. Winners of the online contest were invited to an event to create World’s Larget Jammy Art.