2. PRODUCT USPs : IDLIS ARE
Yummy
Light weight
Low Cost Nutrition
Filling – Anytime, Anywhere
Healthy - Non Oily
All Time Food
Easy To Cook
Zero Cholesterol, Fat Free
Recommended for Diabetics
Can be cooked in variety of ways
3. THE OFFICIAL TASTE OF INDIA…
A meal that is :
Tasty & good to Eat
Satisfies hunger…
Liked by North –South –East – West
Popular among all generations – old & new
Every time, Everywhere -- Always…
SWAD INDIA KAA…
KHAYE INDIA PET FULL !!
5. Communication Objective
• Trendy and in-thing to have for those in between times
• Extend the reach and demand for Idli – from South to North- All India
• Increase its demand and acceptance -- make people crazy and crave for it
• Promote its use not just to satisfy hunger but also as an all time favorite snack
• Promote its use among the health conscious segment
• Promote it as a diet for diabetics and weight conscious people
• Promote it as a non-sticky take-away food for the youth
• Make women aware about the different ways to cook it
• Promote it as a low cost, easy to cook option for bachelors and working class
• Break the taboos – Easy to cook, takes no time, child’s play
SWAD INDIA KAA- LOVED BY GENERATIONS OF INDIANS HERE & THERE
6. STAKEHOLDER MAPPING
• Children – cooking it is child’s play - always and anytime
• Teens - Trendy and in-thing
• Youth - non-sticky, take-away food , Instant energy – on demand
• Mothers – Healthy & better 2 minute cooking option than products like Maggi
• Women – Easy to cook, life (& Time) saving, handy - in the kitchen
• Untrained Cooks – Easy to make, Cook & eat it the way you like it
• Health segment
• Diabetics and weight conscious people
• Cost & Time Conscious people : Low cost & less time consuming
• OVERALL AIM – Meal anytime, anywhere & for those in between times
SWAD INDIA KAA- LOVED BY GENERATIONS OF INDIANS HERE & THERE
7. How others made an impact
CASE STUDY 1: CADBURY CHOCOLATES – KUCH MEETHA HO JAYE
THEN: People use to have Chocolates only on special occasions
NOW: Pappu pass ho gaya to Pehli taareekh, Rishton ki Meethas gift for someone special.
IMPACT : MAXIMUM. Chocolates replaced traditional sweets as special occasion gifts
CASE STUDY 2 : THANDA HAI TO COCA COLA & NAMKEEN CHIPS
THEN: People in villages used to offer nimbu pani, lassi, or samosa to guests
NOW: Coke & Pepsi have become synonyms for Thanda and Chips for namkeen in villages
IMPACT : UNIMAGINABLE MARKETING SUCCESS – traditional products have been replaced
CASE STUDY 3 : DOMINOS PIZZA
ATTEMPTED: Pizza delivered at the doorstep in 30 minutes of money back
IMPACT : LIMITED SUCCESS – Demand for Pizza is more or less constant & 30 min scheme is
not available in all areas within the same cities
SWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO – PET FULL
8. OUR SOCIAL MEDIA STRATEGY
STEP # 1: IDLI MAN & AI AI O – IDLI COMIC STRIP SWAD INDIA KAA
Ai Ai O!
I am
IDLIMAN
I Love Idli Don’t
worry
Sāmbhar
boy is here
SWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO – PET FULL
9. OUR SOCIAL MEDIA STRATEGY
JOKES
FACTS
QUOTES
STEP # 1: MESSAGE THROUGH COMIC CHARACTERS
SHER-O-SHAYERI
INSPIRATIONAL
STORIES
SWAD INDIA KAA
SWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO – PET FULL
10. Websites & Blogs
SWAD INDIA KAA
SWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO – PET FULL
