Kellogg's Corn Flakes:Dimaag Chalega Nahi Daudega

AGENCY:JWT
BRAND:Kellog's Corn Flakes
CAMPAIGN TITLE:Dimaag Chalega Nahin Daudega
CLENT:Kellog India Pvt.Ltd.
G/S/B:Bronze

Marketing Challenge
KCF was launched in India in 1995 and is the dominant brand in the cornflakes category today.Kellogg's is seen as a dependable brand,and the product is felt to be nutritious and tasty.

That said KCF is still a long way from being a part of the Indian househol's breakfast options(like poha,idli,even bread)dominate the Indian psyche.Breakfast Food is expected to be nutritious,flling and tasty conditions which all these foods fulfill.

Thus KCF is a rare visitant at the breakfast table with both target group penetration and consumption leaving much to be desired.The sales volumes had been flat since 2000. Finally,the only part of the marketing mix that could be affected was the communication the product,price and distribution were in place.

Campaign Objective
To make KCF a part of the regular breakfast repertoire,it was necessary to establish a strong emotional connect with the target audience.The key message that KCF was a highly nutritious breakfast for their kids had to be communicated in a highly relevant and powerful way.

Target Audience
Mothers of young Children(Age 6-12 years) Mothers across the ages have always wanted the best for their children,and today's mother is no different.What is different is the way in which she interacts with her children-she is ot authoritarian,but a friend.Thus she is much more indulgent with her childre's desires and often compromises with what she beleivesis best to accommodate their desires.

But what is it that she considers is the best for her children? Without doubt,even today,excellence in academics is seen as the best benchmark of the child's performance.And she feels most fulfilled when her children perform well academically,because it is a 'report card' of her nurturing skills.

Creatives Strategy
Thus the creative strategy,very simply,was KCF contains Iron,which enhances concentration and this concentration leads to better academic performance.

The key creative insight was that among various subjects that constitute academics,Mathematical brilliance is seen as the truest measure of a child's intelligence. But maths in school can be boring.Thus the effort was to take maths out of the classroom and into real life everyday fun situations and bring out the fact that with Kellog's Iron Shakti Dimaag Chalega Nahin,Daudega.

This was executed via TVCs Supermarket and Phone Number

Media Strategy
The media task was to build saliency towards the Cor Flakes and establish the Brand in the minds of the consumer.Media also had to bring alive the Brand in the minds of the consumer.Media also had to bring alive the brand promise of 'Dimaag Chalega Nahi Daudega'.Television was identified as the medium whereby one could target the TG-the mothers effectively and efficiently.The penetration of other food categories was analyzed for selecting channel genres.The media weights put behind KCF at the launch burst was 560 GRPs put behind the campaign was 2000 GRPs between January and July 2004.

The strategy focused on women's programming which had high involvment in the TG.Sufficient media weights were put behind TVCs to achieve the objectives

Result
The results were immediate and astonishing.The sales jumped up 26% month on month and stayed there.(The monthly units moved up from 130 units-160 units a month.)This was after sales volumes had been flat for 3 years.

The awareness of Kellogg's went up significantly.Also,the main message'Makes children smart' was taken out by 65% of the audience.

(SOURCE:SOLUS)

Tribute
GoodBye Amol

I walked up the stairs of a Macdonalds outlet at one end of the Ramblas in Barcelona,gingerly balancing a loaded tray.All the tanles were taken.Then I heard a man's voice saying"come with us".It was Amol Bose whom I had never met till then,and his wife Shirley.I walked over,sat down and he immediately made me comfortable.Over the next five minutes I knew he was from Allahabad ,he knew urdu,but not Bengali and there was a big age gap between Shirley and himself.All told with the the characterstic smile that I was to come to know so well.
That's Amol for u.Transperent to a fault.
Sure,I had heard a lot about him before I met him.He was that kind of person.His reputation preceded him.And most of the things I had heard about him were true.He had a point of view on everyone to the whole world.
Yet,most of the time Amol was warm,caring and friendly.It was just that he took a pride in the fact that he always called a spade a spade.To,me that was something very positive.At least you always knew where you stood with Amol.
I worked as Treasurer and sometime Secretary of the India Chapter of the International Advertising Association,and also edited their house journal when he was the President.I came to know him quite well in those years and spent quite a lot of time with him on a trip to Seoul,Korea.I learned there was no rancor in Amol.He was a great organizer and really took the Association places.I have only heard about the pioneering work he did at the Advertising Club Bombay,but he made it clear that he was very upset that the Adclub award had been rebranded.He loudly declared that the ABBY was SHABBY and that he would never attend an awards function.
A couple of years later I was the president of the AdClub Bombay and I walked up to his Colaba office and sat talking to him.I handed him the invitation to the ABBY awards function and then comment about it.He came,sat through the show,came up and hugged me,nodded his head vigourously in that typical style that I will miss so much and never said a word against the Abby again.
Charming,dapper,pugnacious,faithful.Very real words as far as Amol was concerned.A committed family man,and a great industry person.
He seemed to have a rather satisfied smile when I saw him resting in his coffin at the St.Stevens Church.
He had a good reason for it.
Rest in peace my friend.God knows you have earned it

Ramesh Narayan
(SOURCE:SOLUS)

---

By Metro Mirror Team How to Start an Ad Agency?

LIFE IS NOT SIMPLE ANYMORE. There used to be a time when the true worth of a product was measured by its efficacy and durability. This is no longer necessarily true. It's not just the quality, which is paramount in establishing or enhancing the market presence of a product; it's packaging and presentation. There are very successful products in the market today with no apparent need and yet people buy them ferociously. The reason- Advertising. It does not matter if there is no demand for a particular product, proper advertising can not only create the demand for the product, it can also ensure that product becomes a household name. Whereas before a product required advertising to increase it's sales, today it requires for it's survival.

Advertising is the wave of the future. There are more Ad Agencies sprouting up today than any other form of business. People now prefer to be better informed about the product choices in the market and who better to tell them that than the very people making that product - through their advertising agency, that is. The demand for quality advertisements and related functions hold a lucrative and promising alternative for those looking for an independent career option.

But be warned, advertising is not for everyone. Creativity is an obvious essential and along with that you must possess a charming personality as well as being good with finances. Keep in mind that a professionally designed ad is far more complex than a pretty face with a slogan.

Do you fit the bill? You do, if you have a flair for creating new ideas and themes. You also need to be able to market your agency or products and must possess a knack for effectively convincing a prospective client to come to your agency. You need not possess any prior qualification to go into advertising though, if you are interested, a lot of professional institutes offer short-term courses, diplomas and degrees in advertising.

Once you have decided that advertising is the career for you, the next step is the creation of an office. Initially, if your finances are limited, you can even begin at home. Once that is settled, you can start by designing brochures and leaflets for small clients. You need not even employ any people for that. But, if you are starting an agency (whether individually or on a partnership basis) dealing with the releasing of ads and also designing part of it, then you will require artists, visualisers, copy writers, media managers, studio managers, an art director and a DTP operator. A client service executive may be required if you don't want to handle the clients on your own. Thus, you have to necessarily organize a small team to get started. If the finance for all this is a problem for you at the moment then consider commissioning freelancers for at least some of the functions. Your initial investment won't be much, provided you have a small place to start your business. But, it is advisable to keep a kitty of about Rs. 2,00,000/- for the various salaries, stationary, and other incidental expenses in the first few months when there may not be any income generated.

Your growth depends exclusively on your own hard work and determination. Always be on the lookout for new business opportunities. Try to keep a good number of contacts in the media business with people who are willing to recommend you to the clients. Don't concentrate on multinationals from the beginning; instead try to establish a good rapport with the small scale sector. SSI units like spices, handicrafts, instrumentation; resellers, etc. are far better in the beginning because they prefer new or small agencies. The larger agencies either reject them or their budgets. As in any other business, team-work is one of the single most important factors in determining the success or failure of a company. You must strive to bring together ideas to develop into a Unique Selling Point (USP) that'll lead a particular campaign. If the ad has been properly designed, even a poorly created product will sell, bringing your agency into the limelight. Don't relax after tasting the initial success and your business will increase by leaps and bounds. You have to continually prove your dependability and trustworthiness to your clients to get their trust and of course their billing.