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Kelloggs Corn Flakes' new ad drives home the point that with the
consumption of Kelloggs Corn Flakes - 'Dimag Chalega Nahi, Daudega!'
(Your brains will not walk, they will run). The ad also stresses
on the nutritional value of the product. Taking that as a base,
Mindshare (the Media AOR for Kelloggs Corn Flakes) spun an innovative
media activity for the brand.
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Jassi
is bright.. all thanks to Kelloggs Corn Flakes!
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"When we were looking for something innovative to do in the
media, only Jassi Jaissi Koi Nahi came to our mind because
all the other programmes which come on television are 'saas-bahu'
sagas. On the other hand, Jassi... was one programme where
the story was about this intelligent girl and it well fitted with
the tag line of our brand. We connected the two and made a vignette
around it," said Mindshare media planning director Archana
Aggarwal.
A scene has been taken from the serial where Jassi is involved
in doing calculations and then the connect is made with Kelloggs
Corn Flakes. Since it is obvious the vignettes will only be aired
on Sony, it does give a very limited exposure to the innovative
activity, but Aggarwal was quick to dismiss such claims. "Our
brand is very television centric and if we associate it with a particular
programme on television, it will get more noticed and will become
a talking point," she said.
The ad went on air Saturday, 21 February (during the telecast of
the 49th Annual Filmfare Awards) on Sony and will be on air for
a month. According to a SET spokesperson, more such situations will
be created around Jassi and Kelloggs. "We hoped to create more
association with the viewers through this innovative idea. It breaks
the clutter and is an extension to the regular stuff. Jassi...
being the most popular serial on our channel and Jassi's character
being that of a quick thinking bright girl; the association was
easily made with Kelloggs," said the SET spokesperson.
The Kelloggs Corn Flakes ad is targeted at mothers who are finally
going to buy the product which is meant for family consumption.
"The ad with Jassi and Kelloggs will only help in strengething
the association. And what with pester power increasing, kids are
surely going to demand it," added the SET spokesperson.
Mindshare was also instrumental in building an association between
Kelloggs and kiddies channel Cartoon Network earlier. "We are
planning many more such activities this year. What we have to keep
in mind is that the innovations we plan are right and that at the
end of the day we get value for our monies. We can't afford to pay
a higher premium and there is a fixed amount we can spend on a particular
media activity," says Aggarwal.
While there will be no subtle or otherwise mentions of Kelloggs
on Jassi Jaissi Koi Nahi at anytime, we sure can expect to
see different vignettes spun around the brainy Jassi.
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Jassi's
car power
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And that's not all as far as Jassi... is concerned. Sony
has also tied up with Maruti Suzuki Zen wherein Armaan was shown
gifting Jassi a Zen in one of the episodes. And now a contest has
also been weaved around Jassi... and Maruti Zen called "Jassi
Dekho Zen Jeeto Contest." The contest which starts today, will
give the viewer a chance to win a Zen by answering a question which
will be asked during the show aired between 23 - 26 February at
9.30 pm. The closing date of the contest is 26 February.
While the recall factor for in programme brand-placements is very
low or almost negligible, here's one... maybe two which will surely
be remembered because of the innovative methods and consumer connect.
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