Campaign details
Brand: AashirvaadBrand owner: ITCEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: FoodMedia channels: Word of mouth, Influencers, KOLs, Online video, Public relations, Online display, Social media, Point-of-purchase, In-store, Competitions & contests, Search marketingBudget: Over 20 million
Executive summary
How could we convince the modern, discerning, millennial Indian mother to pay a premium for a product she had no interest in?
That was the challenge plaguing Aashirvaad, the number-one atta (wheat flour) brand in India, which had been struggling to convince mothers to...