The communication goal
The World's Most Loved Mayonnaise is the Original, Blue-ribboned Hellmann's; a brand synonymous with the idea of 'Bring Out The Best'. In 2019, Hellmann's took on the challenge of entering the Indian market and started from India's food capital - Kolkata; a city that Brings Out its Best, when it comes to food. The global brand had to enter a highly local market, and thus figure out how to blend in with the ambience of the city.
Goal: Create a unique ambient experience that drives awareness and talkability for Hellmann's pilot launch in the Kolkata market