The communication goal
Most people were personally cooking in the lockdown with no cooks and no outside food. The goal was to aid people to cook some easy & exotic recipes, making cooking an enjoyable experience.
The situation analysis
The pandemic threw everything we knew out of gear.
For Amul, the HORECA (Hotels, Restaurants, Catering) business accounts for a sizeable chunk of its turnover. A nationwide lockdown brought this business to a total halt, impacting Amul's bulk business heavily. Empty hotels and restaurants, alongside idle chefs, stalled Amul's bulk orders.
We saw a search trend, where people were seeking innovative...