THE PRODUCT
Jan 06, 2016
THE PRODUCT. THE IDEA IS IN THE PACKAGING. PROJECT: THE YELLOW LUNCHBOX. It doesn’t just feed the children it’s bought for. It has the potential to feed many underprivileged children. Over and over. GET MOTHERS TO PACK A LITTLE EXTRA LUNCH. LOGISTICS. INSIGHT. KEY MESSAGE: - PowerPoint PPT Presentation
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THE PRODUCT
THE IDEA IS IN THEPACKAGING
PROJECT:THE YELLOW LUNCHBOX
It doesn’t just feed the children it’s bought for. It has the potential to feed many underprivileged children. Over and over.
GET MOTHERSTO PACK ALITTLE EXTRALUNCH.
LOGISTICS
INSIGHT
KEY MESSAGE:A healthy snack for your kid and a hunger-free life for another kid.
CAMPAIGN OBJECTIVES:Generate interest and demand for Kissan Nutrition Snacks.Get mothers to actively participate in the Yellow Lunchbox Project.And in the process, build goodwill for brand Kissan.
DELIVERABLES:Brand Name and Logo for the nutrition snack brand.Messages on the Yellow Lunchbox.An integrated campaign for the new snack brand that also talks about the Yellow Lunchbox. The campaign should include TV, Print ( with a focus on women’s magazines), POS, Digital, Mobile and Earned Media (PR) ideas for the launch.
BUDGET:Production Budget (Inclusive of ATL, BTL and Digital) : Rs. 1.5 cr (USD 250k)Media Budget: Rs.10 cr (USD 1.6mn)
TIMELINES:Brief Issued on: June 20, 2014.Brand Name and Logo Presentation: July 20, 2014Integrated Campaign Presentation: July 27, 2014Approvals: August 8, 2014Production of TVC, Digital and Print Assets: October 8, 2014Media Launch and PR Launch Date: November 14, 2014(Children’s Day in India)
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