Why is this work relevant for PR?

We did not look at it in a traditional film approach. It was looked at bringing an influencer on board who’d create disruption. The business problem of the category was solved by innovative use of an influencer. Influencer opinions through social networks played a significant role in bringing attention to the brand. Due to our PR strategy, soups achieved reach, attention and impact all at the same time. PR in our case was a solution to our brand’s communication problem and not just an added leg of an integrated campaign.

Background

Soup has never been popular in India. Knorr leads the market with 80% share but has failed to move the penetration needle in 24 years: 6% and stagnating since last 5 years! Source: Nielsen data 2019 SOUP IS NOT INTERESTING FOR INDIANS AND LACKS APPEAL Perceptions range from a boring, flavorless appetizer to being for the sick/elderly to being a confused liquid food to being for sad diet freaks. Competing with snacks as noodles, pasta, macaroni, nuggets, chips etc. makes soup look more pale and insipid. Repeated pitching on health + taste like myriad brands failed to invoke new interest. PROBLEM TO SOLVE How do we get new people interested in soup? Get people’s attention and thus, get into new homes to move the penetration needle? OBJECTIVE Come up with a creative that brings attention and interest to Knorr soup Trigger 10% business growth in the stagnating soup category.

Describe the creative idea (20% of vote)

SHOW HOMOSEXUALITY IN A WAY THAT’S TASTEFUL AND PALATABLE TO MOTHERS VIA KARAN JOHAR. When Homosexuality becomes palatable, Homosexuality becomes Talkable. In turn, Knorr Soup becomes Talkable. Indians are homophobic. This uncomfortableness comes from the distasteful way in which our films portray homosexuality. It’s made homosexuality unpalatable for moms. We knew showing homosexuality in a tasteful way, palatable to moms, will get it out of the closet of awkwardness and encourage people to talk about it and, in turn make Knorr Soup talkable. We found the perfect anchor in mama’s boy, mass-filmmaker, loved talk show host, GAY CELEB - KARAN JOHAR. Right from his bling, outlandish couture to his sexual orientation debates to his much-loved celebrity gossip talk show to his controversial book; love him or hate him but you can’t ignore Karan! A man on whom shutterbugs are present 24X7 and chatter never seems to end.

Describe the PR strategy (30% of vote)

TO GET SOUP ON THEIR MIND WE HAD TO GET IT ON TOP-OF-THEIR TONGUE. WE PIGGYBACKED ON TALKABILITY OF HOMOSEXUALITY TO BRING TALKABILITY TO KNORR SOUP To disrupt this category, we latched on to the most provocative topic in current culture – Homosexuality! The idea was to make people talk about it. To get attention to the category and product and create disruption. The celeb we got on board, Karan Johar was someone who’d not typically work in this category. The influencer was chosen and the creative was written keeping homosexuality in mind and not to create controversy but used in a tasteful way to broaden people’s minds. Content for influencer was keeping in mind the purpose and strategy of generating progressive conversations. We made the bold move of showing a man cooking in an Indian kitchen where mom has always been the default designated cook featuring in all ads.

Describe the PR execution (20% of vote)

Our influencer, Karan Johar’s (KJo) hugely followed social media platforms were used. As he is known to launch big ticket films there was a teaser posted that generated buzz. Then main film was unveiled after that. PHASE I: Digital launch on Karan’s social media handles to get the attention and leverage his 32.7 million followers Instagram teasers - KJo Has an Unexpected 3 am Guest...Guess What’s Cooking? Digital outbreak of full film (90 seconds) ‘Naughty Neighbor’ on YouTube, Twitter and Instagram: Knorr – One Night with Karan #What’sCooking? PHASE II: ‘Naughty Neighbor’ Knorr Soup films are aired on TV (30 seconders) a day after the digital outbreak PHASE III: Weekly Launch of six seconder bumpers on Instagram and YouTube Homosexuality as a topic is trolled in India and generates disdain but the way the creative was done generated a lot of positive conversation and attention for it and Knorr soup.

List the results (30% of vote)

We drummed up the frenzy with only 1/10th of our competitors’ spends, using three social media handles. Our influencer Karan Johar generated conversations that was completely new and authentic for the category. It was the first time Karan used homosexuality in his work and came out of the closet which in turn helped bring attention to the product and category. It sparked progressive conversations about homosexuality even in moms who would typically shy away from this topic – “This ad seems to be one of a kind. India you’re progressing” – aishlee16, Twitter It was covered by major media publications/news outlets and the innovative use of influencer and disruption in the was noted and appreciated by them – Knorr breaks mom-kid routine with sexually suggestive Karan Johar spot – afaqs publication How HUL’s Knorr joins the league of purposeful brands – Financial Express We attracted disproportionate attention – More than 1 million Views, more than 200,000 Likes and more than 3,300 Comments on Karan Johar’s Instagram handle More than 60,000 views on Karan Johar’s Twitter handle More than 150,000 views on Knorr’s YouTube channel More than 28,000 views on Knorr’s YouTube channel for 6 second teasers And most importantly brought in business growth – KNORR SOUP GAINED 3 TIMES MORE VALUE SHARE post campaign (MAT data Nielsen 2020). 20% BUSINESS GROWTH (Nielsen data ‘20) ever since our film launched. The entire increase in client business could be attributed to this one campaign as no other campaigns were running parallely.