The Campaign

Following is the scenario, Cost of content integration is extremely high in the country, Bunge was able to break the barrier. Associate sponsor gets very little benefits but Bunge managed to get excellent branding opportunities which an Associate sponsor would otherwise not get. It is highly competitive and growing day by day. It is a new and successful concept and advertisers are exploring the same. Channel restricts the opportunity to only presenting sponsor.

Results

Every Indian Woman wants to be “Master Chef for her own family”, would go any length to ensure that her family gets good and tasty food. Can a variant of an Oil brand carrying some negative tag, win the trust of the perfectionist Indian woman on the “taste” credentials. Meet Gita, a doting housewife and mother of Aakash, 10, her life revolves around only one question “how to cook food that my family loves to eat?” Indian Kids carry homemade food to their schools. Every mother fights a daily battle of managing kid’s fussy eating habits. She is disheartened, if the child returns home without finishing the lunchbox. Incorporating Dalda’s communication theme ‘Dabba Khali Pet Full’ (‘Empty Tiffin = Full Stomach’) creating the yummiest content on TV by touching upon her weak point, kid’s lunchbox. Dalda came to the rescue of this ever anxious hassled mother. The perfect platform to put forth our message, Master Chef Junior – India that aired on Star Plus, a popular Hindi channel, companion to Gita and her friends in their “me time". A tasty full stop to the daily battle. Dalda’s very own episode with ‘Dabba Khali Pet Full’ challenge, where contestants and the child celebrities cooked a Dabba dish, judged as the “Dabba Khali, Pet Full” dish of the day.

Audience were drawn in the following ways- War of the Dabbas were promoted heavily by Star Plus to attract mothers and kids. Dabba recipes were promoted to attract the mothers. Celebrity kids cooking dabba recipes were promoted heavily. During the show vignettes of parents talking about their experience was promoted heavily.

• Dalda cooking oil used by both Contestants and celebrity chefs through the season. • Special dabba recipes made by celebrity Master chefs as well • Branded content during the breaks; Contestants and their parents spoke about cooking experiences, techniques and favorite food Effectiveness “Most Trusted Brand of 2013” in the Edible Oil category - Brand Equity. Delicious results: • Brand Recall up by 7% • Sales up by 50% overall and 100% in select markets • Episode reached whooping 186 Mn people “This integration has helped the brand challenge bigger brands for their market share”- Client speak