INDIAN DREAM

Our “Indian Dream” is a glorious vision which

would consist of safety in terms of hygiene,

healthcare, sanitation, food and water

irrespective of their level of income, where every

member of the society is given equal

opportunities across caste, religion, region and

sex to lead a life of freedom under good

governance and to take the nation to greater

heights along with them as they rise.

1 in 3 of the world's malnourished children lives in India

Malnutrition‘World Health Organization (WHO, 2000) defines malnutrition as the

cellular imbalance between supply of nutrients and energy and body’s

demand to ensure growth, maintenance and specific function.’

• Malnutrition is caused by eating a diet in which nutrients are not enough or are too

much such that it causes health problems

• It includes under-nutrition and over-nutrition

• Most commonly it has now come to refer to under nutrition when there is not enough

calories, protein or micronutrients

• Under nutrition is sometimes used as a synonym of protein–energy malnutrition

• If under-nutrition occurs during either pregnancy or before the age of two years of age

it may result in permanent problems with physical and mental development like

stunting and wasting

Global SituationAccording to UNICEF-WHO – The World Bank Child Malnutrition Database 2012,

there are 842 million malnourished children in the World

Situation In India

•The 2011 Global Hunger Index Report ranked

India 15th amongst leading countries with

hunger situation

•As per ‘The State of Food Insecurity in the

World 2012’, India remains home to the largest

number of undernourished people in the world

• 17.5% of its population while 30.1%

children are malnourished

•According to UNICEF, every year 1 million

children under the age of five years die due to

malnutrition related causes in India

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Stunted Wasted Underweight

% of Children under the age of 5

Source: Children in India 2012/government appraisal

• The prevalence of malnutrition varies across

states, with states like Madhya Pradesh,

Bihar, Uttar Pradesh, and Jharkhand

recording high numbers of malnourished

children

• According to the National Family Health

Survey of India, 65% of children living in

rural areas suffer from malnutrition compared

to 35% of children in urban areas

Situation in India

Government’s Action

According to UNICEF, Indian Government has taken up various initiatives

to end malnutrition

• Commitment to reduce malnutrition and low birth weight through national and state

level policies

• Aamir Khan has been appointed as the Brand ambassador for the malnutrition

campaign because of his star appeal

• Use of community-based approach to address malnutrition and child development

• Provision of Vitamin A and iron supplementation to address damage caused by

vitamin and mineral deficiencies

Parle-G “The Real Genius”

• Parle-G, India’s premier glucose biscuit, is the world’s largest selling brand of

biscuit

• Started way back in 1939, it is the oldest and most trusted brand name in

India

• It is available at Rs. 2, Rs. 3, Rs. 4, Rs. 5, Rs. 10, Rs. 20, and Rs. 60

• Parle-G is rightly described as “Swad se bhara, swasthya se bhara!”

• Filled with the goodness of milk and wheat, it is a source of all round nourishment

• Besides its universally likable taste, the biscuit is often carried by people suffering

from low BP and diabetes, which act as energizers in emergencies or to increase the

glucose level in their body

• Moreover, the biscuit is a meal substitute or supplement in a

country like India which faces acute malnutrition

• A single Rs. 5 pack offers 450 calories

Parle-G “The Real Genius”

Every nation dreams of a

better tomorrow.

And every nation's tomorrow

lies in the hands of its children;

the young stars who shape the

future of the nation.

So, it's important to nourish

these young stars,

after all it's a question of the

nation's future.

What’s in it for Parle G?Currently Parle-G has a market share of over 70% in the biscuit category due to its

affordability and economies of scale. However the same pricing and Brand’s positioning

as a biscuit for masses has declined its image.

Campaign

To stay relevant to

the next generation

of customers

Help maintain growth rate among

the increasing popularity of cookies

and cream biscuits, available at

similar price points

Marketing Objective

Marketing

Objective

To create awareness about

the issue of malnutrition and

call for action

To enhance respect for Parle-G in the

minds of consumer

StrategyTrigger

Inform

Influence

Engage

Target Audience

Geographic

Madhya Pradesh

Uttar Pradesh

Bihar

Jharkhand

Demographic

Age: 18years &above

Gender:Male & Female

SEC: A1,A2,B1,B2

Life Cycle Stage: Full Nest 2-Households having children of age 5 or above

Personas

Cool Karan

• 18-19 years old

• College going student

• Does not have any knowledge about the cause

• Is indifferent towards it

• But if the right means are provided he might choose to help

Pragmatic Praveen

• 28-29 years old

• Working professional

• New generation breed

• Has little knowledge about the cause

• But willing to do something to improve the country’s state

• Unaware about how to reach out to those in need

Busy Beena

• 35-40 years old

• Working Mother

• Has complete knowledge about it

• Is empathetic towards children’ issue

• Does not really have the time to work towards it

• But whenever gets the chance will do it

PHASE I: URBAN Collaborate with famous schools and colleges in target states

Eg: St. Xavier institutions

Organize performances by children for their parents and peers

The idea is to create awareness about the issue among people who can come forward and help

The association of the loved biscuit brand with the event would provide legitimacy for the campaign and higher respect for the brand

Malnutrition.wmv

Phase I: Urban

• These videos will then be uploaded

on Parle-G’s facebook page

• The Parle-G page will have the link

to the UNICEF page where people

can go to donate or volunteer

• People can comment on these

videos and invite the Parle G team

to their schools and colleges

Phase II: Rural

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

MP UP Bihar Jharkhand

Households with children(5-12 yrs)

SOURCE-IRS 2010-11 Q2

PHASE II: Rural

All rural towns of Madhya Pradesh, Uttar Pradesh, Bihar and Jharkhand

A ritual that finds its place in the lore of Lord Krishna, known as “Thulabharam” in South of India and by other names in other parts of India

Child is weighed and food or money in equivalent of his weight is donated among the poor for the prosperity and health of the child

Weigh your child below the age of 7 years and give its equivalent in Parle G pack. For every Rs.5 pack that you contribute, Parle G will contribute 1 pack as well

Campaigns are for limited time but rituals exist forever unless altered

Activity

Phase I & II

Digital Media Engagement

Timeline

2 months

Facebook,

Blogs, whatsappand YouTube

Structure

MALNUTRITION

During the course of this presentation200 children

have died at some place in the world

due to malnourishmentSo take an initiative!

MALNUTRITION