Campaign details

Brand: Chocos
Brand owner: Kellogg's
Lead agency: Mindshare
Country: India
Industries: Breakfast cereals
Media channels: Content marketing, Websites & microsites, Word of mouth, advocacy 
Budget: Up to 500k

Executive summary

Mycity4kids.com, a premier Indian parenting website, was slowly gaining more and more trust among mums as a one-stop shop for everything related to the wellbeing of their kids. We saw it as an opportunity to further boost the health credentials of Kellogg's Chocos, which was hitherto only seen as a tasty breakfast cereal and not one that would make kids healthier.

Market background and context

In today's society, the gap between kids and their parents is bridged by the internet. Kellogg's Chocos wanted to bring its philosophy of 'Khuljaye bachpan' (uninhibited childhood) to parents through a content strategy. The need of the hour was empowerment parenting, make buddies out of parents so that every kid would get an 'uninhibited childhood', using the right platform.

Communications objectives