Hellmann's Mayonnaise: The Hellmann's Express comes to Kolkata

Marketing services company Mindshare, increased market share and reach for Hellman’s Mayonnaise in India by creating the Hellman’s Express, a team that travelled around Kolkata appreciating the food heritage.

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

The...

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