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PRESENTS

Ai… Ai.. O…!!

IDLIA MEAL That Make India SMILE - North To South

SWAD INDIA KAA…

DHRUVI MAHAJAN

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

THE OFFICIAL TASTE OF INDIA…

SWAD INDIA KAA…

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…

KHAYE INDIA PET FULL !!

Our Product

SWAD INDIA KAA…

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

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

How others made an impact

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

SWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO – PET FULL

CASE STUDY 1: CADBURY CHOCOLATES – KUCH MEETHA HO JAYE

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

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

Enemy Camp

Here’s Pasta Girl

JOKESFACTS

QUOTES

INSPI-RATIO-

NAL STO-RIES

SHER-O-SHAYERI

STEP # 1: MESSAGE THROUGH COMIC CHARACTERS

OUR SOCIAL MEDIA STRATEGYSWAD INDIA KAA


Websites & BlogsSWAD INDIA KAA


Idli Man V/s Pizza Man

FacebookSWAD INDIA KAA


TwitterSWAD INDIA KAA


Campaign Ad-OnsSWAD INDIA KAA


Idli - FactsSWAD INDIA KAA


Idli- Tasty TipsSWAD INDIA KAA


South V/s North ChallengeSWAD INDIA KAA


Idli- Recipe ContestSWAD INDIA KAA


dhruvi show

Documents

timesswad india kaa

productswad india kaa

childs playswad india

time conscious people

time food easy

weight conscious people

life time

people crazy