1. SWAD INDIA KAA

2. 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 3. THE OFFICIAL TASTE OF INDIAA meal that is : Tasty & good to Eat Satisfies hunger Liked by North South East West Popular among all generations old & new Every time, Everywhere -- AlwaysSWAD INDIA KAAKHAYE INDIA PET FULL !! 4. Our ProductSWAD INDIA KAA 5. 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, childs playSWAD INDIA KAA- LOVED BY GENERATIONS OF INDIANS HERE & THERE 6. STAKEHOLDER MAPPING Children cooking it is childs 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 timesSWAD INDIA KAA- LOVED BY GENERATIONS OF INDIANS HERE & THERE 7. How others made an impactCASE STUDY 1: CADBURY CHOCOLATES KUCH MEETHA HO JAYETHEN: People use to have Chocolates only on special occasionsNOW: Pappu pass ho gaya to Pehli taareekh, Rishton ki Meethas gift for someone special.IMPACT : MAXIMUM. Chocolates replaced traditional sweets as special occasion giftsCASE STUDY 2 : THANDA HAI TO COCA COLA & NAMKEEN CHIPSTHEN: People in villages used to offer nimbu pani, lassi, or samosa to guestsNOW: Coke & Pepsi have become synonyms for Thanda and Chips for namkeen in villagesIMPACT : UNIMAGINABLE MARKETING SUCCESS traditional products have been replacedCASE STUDY 3 : DOMINOS PIZZAATTEMPTED: Pizza delivered at the doorstep in 30 minutes of money backIMPACT : LIMITED SUCCESS Demand for Pizza is more or less constant & 30 min scheme isnot available in all areas within the same citiesSWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 8. OUR SOCIAL MEDIA STRATEGYSTEP # 1: IDLI MAN & AI AI O IDLI COMIC STRIP SWAD INDIA KAAAi Ai O!I amIDLIMANI Love Idli DontworrySmbharboy is hereSWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 9. OUR SOCIAL MEDIA STRATEGYJOKESFACTSQUOTESSTEP # 1: MESSAGE THROUGH COMIC CHARACTERSSHER-O-SHAYERIINSPIRATIONALSTORIESSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 10. Websites & BlogsSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 11. FacebookSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 12. TwitterSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 13. Campaign Ad-OnsSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 14. Idli - FactsSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 15. Idli - FactsSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 16. Idli- Tasty TipsSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 17. South V/s North ChallengeSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL 18. Idli- Recipe ContestSWAD INDIA KAASWAD INDIA KAA- BHUKH BHAGAO IDLI KHAO PET FULL