Kellogg's projects small is big strategy

The new TVC by JWT focuses on the Chocos Rs 10 pack as a healthy snacking option

Neha Saraiya | Delhi | January 9, 2012

To strengthen its presence in the evening snack option market, Kellogg India has rolled out a new TVC featuring its brand ambassador Karishma Kapur. The commercial highlights the relevance of Chocos Rs10 pack as a preferred option among mothers as a kid snack. It aims to drive differentiation, both functionally and emotionally.

Commenting on the aggressive push to its small pack strategy, Vikram Bahl, Marketing Director, Kellogg India, said, “It's imperative to give kids nourishment and a wholesome evening snack to keep them going once they're back from school. With Karishma Kapoor playing our Chocos mom, we used a real life situation to drive the point home to mothers that the Kellogg's Chocos Rs 10 pack is small but has many good things in it. We have highlighted the many benefits that Kellogg's Chocos Rs 10 pack has got to offer to both mom and their kids.”

The film shows Karishma Kapur speaking about the wholegrain quality of Chocos and the hectic lifestyle that kids lead now days.

Talking about the differentiation factor, Nandita Chalam, Vice-President & Executive Creative Director, JWT, said, “This TVC is a leap from our previous TVCs. While we wanted to highlight taste and nourishment, we also wanted to leverage the size of the small pack to the fullest.”

The 30-second commercial was shot in Mumbai over two days. In the immediate context, the agency also plans to run the making of the TVC, wherein the nuances of the film have been highlighted while it was being shot.

Credits:

Agency: JWT

Creative: Karan Shrikent, Nandita Chalam

Account Management: Samarth Shrivastava, Swati Bobde, Vineeta Sukhija, Shruti Dayal

Account Planning: Rajesh Mehta, Nisha Ghanshani

Film: Vishant Tejwani

Producer: Ruchi Narain, Meeta Khanna

Production house: Film Farm

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