MARICO

Brief

Indians consider health and taste to be on the opposite ends of the spectrum. Hence, this puts the homemaker in a dilemma between serving what the family likes and what is healthy for them.

Objective

In order to gain mass acceptance into Indian households, Saffola Masala Oats had to change its consumer perception by building strong TASTE credentials & leveraging Saffola’s HEALTH equity.

Solution/Execution

So we created Saffola Fit Foodie, a platform to engage with the homemaker and enable her to keep her family fit, with innovative tasty and healthy recipes. Users could view and download hundreds of healthy recipes created by Chef Vikas Khanna and our panel of expert food bloggers. These recipes were scored with the Fit Foodie Meter – a unique tool created in association with the Indian Dietetic Association - which calculated the nutritional value of our recipe versus the regular version of that recipe. The site also provided the unique feature of receiving recipes via WhatsApp.

RESULTS

• The campaign reached out to 30 million homemakers across India
• Saffola Masala Oats added 4.5 Lac households in 5 months, a growth of 59%
• Drove the highest volume growth of 42% for Saffola Masala Oats within the category
• fitfoodie.in had over 3 million page views and over 580,000 unique visitors