Kellogg’s Chocos celebrates uninhibited childhood through its new brand philosophy- ‘Khuljaye Bachpan’
~ The new integrated campaign highlights a relationship of equals between mother and child, which will also see celebrity mothers encouraging other mothers to share their real- life buddy moments ~
Mumbai, March 3rd, 2015: Kellogg’s Chocos, the leading breakfast cereal brand for kids in India launched a new campaign ‘Khuljaye Bachpan’. This campaign highlights the win-win equation between mother and child, where they learn and grow together. Buddy parenting makes way for some unforgettable moments between mother and child and through ‘Khuljaye Bachpan’, kids and mothers have a symbiotic, fun relationship over Chocos which enables the child to unlock happiness in their childhood. The campaign motivates mothers to nurture intimate, fun relationships with their kids throughout their childhood.
Parents in India predominantly push their kids to excel, nurturing a childhood that is full of fear and insecurities. Tiger Moms believe that parenting is a game of one upmanship and that moms know best. Kellogg’s Chocos as a fun moment creator for moms to bond with their kids, believes that ‘Buddy moms’ foster a relationship of equals with their children thus allowing them to unlock their true potential by exploring life. Buddy moms nurture interdependent relationships with their children from a young age and these relationships are fostered on trust and security.
Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India said, “Our new campaign “Khuljaye Bachpan” is built on the insight that parent-kid relationships have now evolved into a relationship of equals. Parents learn from the kid as much as they teach them. Kellogg’s Chocos is kid loved and mom approved because of its chocolaty taste and roti-like benefits. It creates those precious moments where the mother and kid bond. These moments create a happy and memorable childhood, a childhood that is uninhibited and allows the kid to discover the joy of growing up. Chocos as a brand celebrates uninhibited childhood and over the next few months we will be creating many such platforms that allow mom and kids to bond better.”
The campaign TVC features brand ambassador Juhi Chawla portraying the role of a buddy mom to her kid. She shares a friendly equation with her son who has just lost in a video game and boosts his confidence by saying that “Harna jeetna is all part of the game”. The TVC then reveals an interesting twist that he has lost the game against his mother, played by Juhi, and she has learnt all the moves from him! It reiterates that Kellogg’s Chocos creates moments of happiness, where mother and child learn fun things together. Sneha will promote the campaign through a TVC in the South.
The TVC will be supported by 20 second testimonials by celebrity moms sharing their ‘Khuljaye Bachpan’ moments with their kids. Viewers will also witness celebrity moms inviting real life stories from mothers bonding with their kids. Viewers will be encouraged to share their own ‘Khuljaye Bachpan’ stories, which will then be recognized by the brand through gratifications.
Commenting on the latest campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT said,“Modern parenting is all about letting children have an uninhibited childhood.Our new campaign philosophy for Kellogg’s Chocos reflects this – ‘Khuljaye Bachpan.’ We brought this alive by showing a new trend in families – today, it’s not just children who learn from their parents but parents also learn a lot from their children. As part of this campaign, Juhi Chawla invites other parents to share such stories of learning from each other. Digital and activation legs of the campaign are all built around the same thought of ‘Khuljaye Bachpan’.”
The campaign is an integrated promotion campaign comprising of amplification across TV, digital and on-ground to engage with mothers and children.
JWT Team that worked on the film:
Creative: Nandita Chalam, Vijay Solanki, Karan Shrikent
Servicing: Samarth Shrivastava, Rahul Chandwani, Phiroze Marolia
Planning: Shaziya Khan, Rahul Bandi
Films: Anupama Ahluwalia, Jignya Shedge
About Kellogg Company:
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, CheezIt®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit www.KelloggCompany.com or www.OpenforBreakfast.com and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.
About Kellogg India:
Kellogg in India is a pioneering breakfast cereal brand and it offers foods under ‘ready-to-eat’ cereals and ‘hot breakfast’ categories. Known for its flagship brand Kellogg’s Corn Flakes®, positioned to all members of the family, other loved brands include Kellogg’s CHOCOS®, Kellogg’s Honey Loops, Kellogg’s Special K®, Kellogg’s All Bran® Wheat Flakes, Kellogg’s Muesli and Kellogg’s Oat-bites. Its hot breakfast portfolio includes Kellogg’s Oats which is available in both, plain and flavored variants. Kellogg also forayed into snacks by introducing Pringles® in India.
Kellogg’s growth in India has been guided by the company’s purpose of nourishing families so they can flourish and thrive. As a part of this belief, Kellogg India champions the importance of breakfast to ensure a great start to the day, highlighting the benefits of cereal as a part of a balanced breakfast.
To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. For Kellogg India specific information, visit www.kelloggs.in.
For further information, please contact: