Why is this work relevant for Brand Experience & Activation ?

Kumbh, world’s largest congregation, visited by millions became the perfect opportunity for Too Yumm to get closer to consumer giving them a meaningful brand experience through seamless activation. We Leveraged Kumbh as the cultural context to seed in the message: “OIL IS GOOD FOR HOLY PURPOSE LIKE LIGHTING DIYA’S AND NOT FOR MAKING SNACK!” To catch people’s attention, we built WORLD’S LARGEST DIYA and entitled it as ‘DIYA OF GOOD HEALTH’. Just when pilgrims pray at Kumbh for health we encouraged them to make a promise towards healthy eating. This led to BIG IDEA: #SayNoToFriedSnacks.

Background

Situation- Dominance by Fried snack Brands: The Indian organized snack market dominated by fried snack brands who are decade old players and the consumers are kindred with them. Difficulty in changing Consumer snacking habit: Deep fried, oily snacks are inherent part of the Indian culinary, consumers subconsciously know that yet they consume it. Brief Being healthy’ forms the very foundation of the brand Too Yumm. Aiming to highlight the same, the brand initiated the #SayNoToFriedSnacks movement encouraging the Nation to pledge at India’s mass pilgrimage festival by showcasing that oil could be used for a more powerful purpose. Objectives • Too Yumm needed to reinforce its brand purpose – COMMITTED TO GOOD HEALTH. • The brand wanted to tap in the emotion of the guilty consumers who cannot resist unhealthy snacking and fortify that oil can be used to “light a holy lamp” instead of making snacks

Describe the creative idea (20% of vote)

In the Indian culture, people usually tend to give up on certain wrong habits as a promise during their visit to holy places. Thus, we strategically chose to be present at the largest holy gathering of individuals– the KUMBH MELA 2019 – where people go to cleanse their souls. These new beginnings are signified with the burning of oil lamps leveraging Kumbh Mela as the cultural context to seed in the message that: “OIL FOR DIYA NOT FOR FRYING SNACKS!”. Just when the pilgrims pray for health and wellbeing we wanted them to make a promise towards healthy eating. This led to BIG IDEA: # SayNoToFriedSnacks. Integrating the brand’s core message of good health and high disruption, Too Yumm! set their mind by building “World’s Largest Oil Lamp”. The idea was to make the consumers take a pledge of giving up fried snacks and be responsible towards their health.

Describe the strategy (20% of vote)

The Target Audience Too Yumm targeted the consumers of all ages who can’t resist the lure of unhealthy snacking but subconsciously knows it. Approach INVITE: In a massive Mela like Kumbh, we built the WORLD’S LARGEST DIYA to seed the message that cleansing of the soul would be incomplete without cleansing of the body. The lamp stood as a SYMBOL OF GOOD HEALTH achieving GUINNESS WORLD RECORD with the WORLD’S LARGEST DIYA INSTALLATION. IMBIBE: We created Too Yumm Digital Booths for consumers where they took the pledge by a mere swipe of a finger along with a selfie with Virat Kohli’s virtual image. INSPIRE: We created brand evangelist “KEEP THE DIYA LIT” on social media by encouraging the Kumbh visitors to #saynotofriedsnacks and added oil with each pledge taken on-site and online. LIVE ticker on a specially designed microsite showed the increasing count of people taking the pledges.

Describe the execution (30% of vote)

Implementation Inculcate- Measuring 476.5mm (height) and 2390.6mm (diameter), the largest oil lamp conveyed “OIL IS FOR DIYA NOT FOR SNACKS” Diya was lit incessantly by adding more oil with every pledge taken. Incite- To instill in people a sense of responsible eating. People who missed the event could take pledge online along with virtual tour of mela. The campaign motivated visitors, urging others to take pledge for “GOOD HEALTH” as well. Timeline • Colossal Diya was designed and handcrafted in 6 days • Diya was displayed from 23rd February to 4th March ’19 Placement Placing the World’s largest Diya in the largest congregation with 150 million devotees created a huge impact. Scale • 39 leading media attended the press conference. • Hindustan Times, Dainik Bhaskar, Dainik Jagran, Aaj Tak, India Today TV & R Bharat covered the event live. • The Guinness feat was telecasted on the primetime bands.

List the results (30% of vote)

Business Impact- • Brand Equity of Too Yumm (4.8) surpasses established players Bingo & Kurkure (below 3.6). • 12% growth in sales Response Rate • For the first time, Too Yumm’s Brand Consideration increased to 54% leaving behind both Bingo (46%) and Kurkure (40%). • 78.8 million PR value creation. • Share your pledge using #SayNoToFriedSnacks & “Keep the Diya lit” campaign on FB became the biggest movements reaching 35 Lac consumers who took the digital pledge Impressions with 4 times incremental in site traffic within 2 days • The digital post across FB, Instagram and Twitter garnered 43 Lac impressions within couple of days of going live. Change in Behavior Visitors at the site as well as online were convinced on healthy snacking. Consumer awareness • Brand awareness reached a never before 78%. • 48.8 million Consumers were reached through the Too Yumm Diya Visit.