Creative Execution

IMPLEMENTATION: We Created Seek-out videos & planned right media touch points (Content, Connect & Commerce), KTT – “KISSAN TIFFIN TIMETABLE”: A mix of Celebrity Chefs, Food Influencers and Real Mothers came together to become Team Kissan, which was designed to achieve: • Celebrities Chef increased awareness • Food influencers increased Engagement • Real mothers increased Stickiness, Relatability & Sharability PLACEMENT & SCALE: We Created 200 recipes that were unique, healthy, tasty, and quick fixes for moms. • Facebook: Every KTT week began with Facebook Live on Friday releasing 5 recipe • You Tube: 81% Mothers watched the videos on mobile • Microsite: In addition to a scroll of 200 recipes, chefs could be questioned and the recipes could be shared on Whatsapp. • Twitter: Engaging twitteratties through IFN and influencer’s handles. • Instagram: Appetizing tiffin food shots posted urging Mothers make the recipe

REACH: • Total Reach : 50 Mn+ • Organic Reach: 20Mn+ ENGAGEMENT: • Happy Mom reacting on tweets & Facebook increased • Relevance & Conviction Score for Kissan increased by 2000BPs • Kissan Ketchup score as intergradient for various dish increase by 800BPS & KISSAN JAM by1100BPS ACHEIVEMENT AGAIST BUSINESS TARGET: • Penetration increase by 140 BPS

Data Gathering & TG Understanding: To understand what will work best for the Indian Mom we leveraged our Insighting Engine- The POLYCHROME to combine web data, to decode the behavioural and psychographic DNA of the mom. Research stated that mothers are searching for healthy tiffin recipe videos across platforms but there lacked ONE SUCH PLATFORM RELEVANCE OF PLATFORM: We used KYVE, our propriety tool, to evaluate variouse content provider’s basis a) Quality & relevance of Content b) Recency of views C) Frequency of views d) Spread of content We collaborated with India Food Network (IFN)- India’s no.1 food destination with over 300K subscribers, to put the perennial tiffin worry of Indian mothers to rest APPROCH: We mapped & identified 200-school-days of the year and created India’s first tiffin solution destination, a mammoth repository of 200 tiffin recipes for 200 school days. Thus was born the ‘KISSAN TIFFIN TIMETABLE’ (KKT).