The Campaign

According to a study by Nirmala Niketan, Indians were generally either skipping or have no access to breakfast. ? The question arose, ‘How can India fuel its dreams on an empty stomach?’ ? Our mission and cause called for a strategy that set it apart from most run-of-the-mill campaigns that rely on intangible & ‘mono-logical’ communication alone. Hence we took up the challenge of arousing a strong sentiment within the citizens of India to take a pledge to eat healthy balanced breakfast every day; with every pledge taken, Kellogg’s would gift a breakfast to a school child, giving him/her the RIGHT START. ? We launched the thought provoking campaign ‘Bade Sapno Ki Sahi Shuruat (Right Start to the Big Dreams)’ with a strong ambient and tangible mnemonic of the initiative, #FeedingDreams Canter flagged off from the national capital by the world's number 1 badminton player, Saina Nehwal.

Creative Execution

Implementation ? Times of India | An open letter highlighting the importance of right start to achieve our dreams ? #FeedingDreams Canter | Intercity travelling canter promoting the cause ? RJs | Encouraged cities to participate and get more pledges ? Times/ET Now | Panel Discussion around the importance of Breakfast ? TrueCaller/Skype | A missed call/video call option to take a pledge • Media Channels & Integration ? Print - Thought Provoking | Impactful Launch ? On-Ground - The #FeedingDreams Canter | Reach out to masses for pledge collection ? Radio :- RJs | Key Influencers | Conversations ? TV - Build Credibility | Gain Nationwide Momentum ? Digital - Facilitate Participation | Fuel Conversations | Organic Growth Timeline ? Achieved success in 21 days instead of planned 2 months. • Scale ? Leveraging low cost, high reach mediums like missed calls on mobile phones.

An LED screen showed a ‘Live Pledge count’ on the Canter to create a healthy inter-city rivalry. Action/business results – sales, donations, site traffic, achievement against business target ? 100% more pledges than expected in less than half the time • Outcomes/awareness - change in behavior, reach, public opinion, content response ? One Juvenile school in Mumbai had trouble making the kids attend vocational classes. However there was substantial increase in attendance & enthusiasm post our breakfast distribution. ? Koramangala Institute of Social Science is home to 25000 tribal kids every year, the kids eagerly waited for the breakfast distribution in the morning assembly 3% uplift in trust towards brand Kellogg’s ? 5% gain in consumer confidence ? The campaign received an ROI of 286% in Media ? Earned Media worth more than 2 Crore

The Kellogg’s Feeding Dreams campaign proves that for any campaign to hit the right chords, it must have its heart in the right place. A solid, impactful campaign should not only help upscale the bottom line, but also give it back to the society. Hence, after a lot of ideation, we zeroed it down to Print in order to reach the masses and create that much needed impact.

Insights, Strategy and the Idea

• Target audience (consumer demographic/individuals/ organizations) Adults who are | Aspirers | Dreamers | Lead a stressful lives | But who skip breakfast | Are concerned about | Poverty | Malnutrition | and want to give back to the society • Media Vehicles ? Print - Thought Provoking | Impactful Launch ? On-Ground - The #FeedingDreams Canter | Reach out to masses for pledge collection ? Radio :- RJs | Key Influencers | Conversations ? TV - Build Credibility | Gain Nationwide Momentum ? Digital - Facilitate Participation | Fuel Conversations | Organic Growth • Approach ? Empower the Masses ? Connect the Minds ? Grow the Mission