Experiential
Britannia Marie Gold
Britannia Marie Gold believed in the abilities of the home maker and wanted to play a far more active role in her life. Given that a homemaker successfully runs her house end to end, she could certainly run an enterprise if she made up her mind. One large external barrier we saw was lack of financial wherewithal. Our suggestion was confirmed by research undertaken by the brand in 2017 and thus was launched Britannia MarieGold My StartUp Contest.
The entire consumer activation from conceptualisation in Season 1 to end to end execution right up to Season 3 in 2021 was managed by our team. The work included entry management in 9 languages over IVR, WhatsApp, Web and conducting the selection process through offline and online events. We have also been the face of the brand to the consumers, as this activation needed high levels of consumer engagement.
This consumer activation is one of Britannia’s biggest and is part of the annual calendar.
MTR Foods
Although a household name, the brand grew relatively slower in rural markets. To build consideration, we ran a rural market activation to explain and demonstrate the purity and superiority of the product which had audience engagement built in, reaching out to approx. 30K households with 80k samples distributed. This was a mohalla activity primarily in East and West Godavari in Andhra and Mandya, Hasan, Udupi and Mangalore districts of Karnataka.
The activity was followed up with a door to door sales activity to ensure the education was backed with sales.
Complan
The brand was struggling to gain ground with the new age mum who wasn’t satisfied with just physical growth. During 2021-22, Complan was relaunched with Growth++ as the new communication. The need of the hour was not just to educate the sales team nationally, but also dealers, distributors and retailers directly.
Coral Media took on the task and set up online events for each set of the audience. The product was revealed in a 3D environment and the new offerings were explained through animated films and interactions with the brand teams. Reinforcement of the messaging was done through a specially designed Escape Room with games which were high on engagement and education.
Saffola
Saffola believes that they have a winner in Saffola Oodles – a healthy instant noodle made with zero maida. The market has long been dominated by other brands and thus trial generation through wet sampling seemed one important route to build consideration.
Coral Media, was tasked with doing this and a nationwide metro market sampling across RWA’s, Malls and fairs was planned and conducted. Until now over 90K prospective consumers have been offered wet samples across 100+ touch points
