ACTIVITY REPORT

INMA Global Media Awards ’19

Best Marketing Solution for an Advertising Client

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Background

• Parle Platina, is a newly formed division at Parle that handles premium products.

• South India has a very strong acceptance for premium products and hence a very important

market for Parle Platina.

• Tamil Nadu has been a challenging market for Parle, despite significant media investments.

Marketing Objective• To create emotional connect with the audience of Tamil Nadu for Parle Platina range of

cookies.

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Campaign Idea

• Create traditional South Indian festive sweets with Parle

Platina range of cookies during the festive season.

• Create a local connect with the audience by integrating the

campaign with the tradition of cooking home-made sweets

on festive occasions with a locally renowned Chef giving a

twist to traditional recipes.

• Campaign was called Parle Platina Festive Delight.

• Tamil rendition was Parle Platina Pandigai Palagaarangal.

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Local Chef

Rakesh Raghunathan, popular chef from Tamil Nadu was on-boarded to anchor the cookery contest and

be the face of the campaign.

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Multi media amplification to create consumer connect

32 inserts* 8 weeks*22 editions

Mall Activation in Chennai

100+ posts and recipe videos on The Hindu, Hindu Tamil and Puliyogre

Travels

RWA & Ladies Club Activation

14 Micro-influencers led engagement with 60+

Posts and stories

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1) Campaign Launch

• High Impact media

launch in Print and

Digital

2) Chef Recipes

• Celebrity Chef creates

traditional sweets using

Parle platina cookies.

• Recipes are amplified

across Print & Digital

3) Chef opens Contest

• The Chef opened

Consumer contest.

• Gold coins offered as

gratification.

• Recipes start pouring in.

4) Grand Finale

• 100 shortlisted women invited

for grand finale at Chennai

• Winners of the contest got to

display & sample their sweets

at Sri Krishna Sweets, a popular

local chain of sweet shops

5) Brand Engagement

• Brand engagement

content in form of “Story

of a Cookie” across print

and Social media.

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High Impact Print Launch with Front Page Ad

Launch in The Hindu South All Editions and Hindu Tamil- TN All Editions

Reach- 68 Lacs in South India

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Chef Recipes

The Chef created 3 recipes for traditional South Indian sweets using Parle Platina Cookies.

• Milano Mixed Berries Halwa

• Nutricrunch Somasi

• Hide & Seek Café Mocha Payassam

Two versions of videos were created- 59 seconder for Instagram & 2-3 minute for FB Amplification

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Chef Recipes- Print Amplification

Milano and Nutricrunch recipes were carried in The Hindu All South Editions with contextual

branding- Quarter page articles

Hide & Seek recipe was carried in Hindu Tamil-TN All Editions with contextual branding- Quarter page article

In all cases, the product USPs of Parle Platina range of cookies were seamlessly integrated

with the flow of the articles

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Digital Amplification

Launch on TH Reader Connect & Puliyogre Travels FB & Insta Handles

Respective Parle FB Handles were tagged.

Followed by Promo Videos on The Hindu, Hindu Tamil & Puliyogre Travels FB

& Insta Handles

Total Reach- 35 Lacs+

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Chef Opens the Cooking Contest- Print Amplification

The Chef opened the cooking challenges. Ads in Both The Hindu and Hindu Tamil.

Gold Coins offered as a gratification for the winners

The recipes had to be shared on the respective FB Handles of Parle Platina Franchises- Hide & Seek, Milano and Nutricrunch.

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Cooking Contest- Digital Amplification

The cookery contest was heavily amplified through posts and videos on TH Reader Connect, Hindu Tamil FB Handle & Puliyogre SM Handles.

Combined Reach- 35 Lacs

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Recipes start flowing in

Momentum began to pick up once “Gold Coins” were added as a gratification.

Recipes were received on social media handles of Parle, Rakesh Raghunathan and TH Reader Connect

300+ recipes received at FB and Instagram Handles of Parle Platina, Puliyogre Travels

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Activating Chennai for Contest

Parle Hampers delivered to Food Bloggers-

identified by The Chef

Ladies Club Activation

The Chef’s push on SM

SMS/Whatapp Blast

Recipes pour in!

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Recipes received from readers

Some selected recipes and their creators were profiled in The Hindu and Hindu Tamil & TH

Reader Connect FB Handle

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Story of the Cookie-Print Amplification

• For campaign sustenance, “Story of the Cookie” series was done in The Hindu and Hindu Tamil.• Launch article focussed on the premiumization of cookies and introduced Parle Platina range of

cookies• This was followed by an article dedicated to each franchise, where the product USPs were highlighted.

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Story of the Cookie-Micro-Influencer Amplification

14 Micro-influencers amplified the three franchises of Parla Platina- Hide& Seek, Milano and Nutricrunch with interesting posts and stories. These were from genres

Food, Lifestyle, Books, Parenting, Stand-up comedy, Fashion and Travel.

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Grand Finale

The grand finale was conducted in Chennai at AMPA Skywalk Mall.

The event was supported by Sri Krishna Sweets, a local retail chain in Tamil Nadu.

Event Invite advertisement was scheduled in The Hindu.

Grand Finale at AMPA Mall, Chennai

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Event Glimpses

Round 1- Women get pre-cooked traditional South Indian sweets cooked with Parle Platina

Round 1- The dishes were judged by Celebrity Chef Rakesh Raghunathan and

other Chefs

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Event Glimpses

21 women were shortlisted in Round 1.

These women competed in a mystery box challenge and did “Live Cooking”

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Winners

Dr. Sharmila CMilano Winner

Ritu AnchaliatH&S Winner

PL LakshmiNutricrunch Winner

HindushreeMilano

Runner-Up

Mary RajanH&S

Runner-Up

MonishaNutricrunchRunner-Up

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Post Event Coverage

Image for reference only

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SKS Integration

The contest was supported by Sri Krishna Sweets- the winners of the contest displayed and sampled the winning recipes at select outlets of

Sri Krishna Sweets.