Results and Effectiveness

The campaign started in Mumbai with 100 Meru cabs. After a month of overwhelming response, it was extended to other key cities, Delhi, Bangalore, and Hyderabad. Proof of the pudding is in the consumer liking it: • 82% of the travelers said they were extremely happy with the initiative and commended Kellogg’s unique approach. • They said they reached their destination feeling refreshed, active, and energetic. 9,000 passengers in the first month and 36,000 in the next were delighted by ‘Anaaj Ka Nashta’ through Breakfast Cabs. In 2014, 400,000 passengers across top six metros will partake in the ‘Anaaj Ka Nashta’ experience.

Creative Execution

We chose Meru Cabs, India’s largest and most popular radio cab service, as the ‘Breakfast cabs’ partner. Cabs were branded with the 'Anaaj ka Nashta' message on the outer surface and inside. Upon booking a Meru cab, the passengers were invited to choose a Kellogg’s breakfast kit. Meru Cabs drivers were also trained to offer the passengers Kellogg’s breakfast kits. Every morning, when travelers were on their way to work or airport, at the breakfast need moment, they were delighted with a Kellogg’s ‘Anaaj Ka Nashta’ breakfast kit complete with Kellogg’s Muesli, (that is loaded with the goodness of grains), milk, sugar, a bowl, a spoon, and paper tissues right in their cabs.

Insights, Strategy and the Idea

Kellogg’s India carved a niche positioning for each of its product offerings. However, we wanted to drive a larger role for the mother brand. Today, Kellogg’s = breakfast in India Goal: Make breakfast = Kellogg’s by driving association with ‘goodness of grains’ 2 powerful consumer insights: • 3 in 4 Indians skip or skimp breakfast (India Breakfast Habits Study-Nirmala Niketan and Kellogg India). • For an Indian, breakfast = ’Nashta’ and goodness of grains = ‘Anaaj’. Therefore, a healthy breakfast with goodness of grains in Indian cultural context is called ‘Anaaj Ka Nashta’. Strategy: Deliver Kellogg’s ‘anaaj ka nashta’ during breakfast-need moments. Idea: In the mornings, most people rush out of home without having breakfast. This was the Moment of Receptivity – food is on their mind, there is no time for it, they are on-the-go. Cabs are the most favored choice of travel. We made the medium the message with ‘Breakfast Cabs’