Campaign details
Brand: ITC Foods /JelimalsLead Agency: ITC Sixth SenseRegion: APAC
Strategy
Objective
Jelimals is a beloved kids' confectionery brand. With the Covid-19 pandemic & the ensuing lockdown, the movement of the core TG (Kids 4-12 years) was severely restricted with sales in Q1 FY 20 plummeting (70% de-growth over Q4 FY 19). The role of parents as "Gatekeepers" in the purchase of the confectionery category was suddenly more pronounced.
Jelimals had always enjoyed a good equity amongst kids with its "fun image" & forte being yummy jellies & cool toys. However, Jelimals currently neither...