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Aaren Initiative takes Knorr Soups’ 7 pm proposition outdoors

21-December-2009
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Aaren Initiative takes Knorr Soups’ 7 pm proposition outdoors

Aaren Initiative has planned and executed a visible OOH campaign for Knorr Soups in various cities, including Mumbai, Delhi and Kolkata. The core objective of the campaign was to get the advertising idea of 7 pm Knorr Soups into out of home and build saliency of Knorr in key geographies.

The campaign was targeted at Indian mothers and kids, aimed at positioning soups as an ideal 7 pm snack, satiating the pre-dinner hunger pangs. The out of home was supposed to be present in locations where the target consumer congregates, passes through regularly or purchases soup.

The ad aims to resolve the dilemma of mothers related to unhealthy pre-dinner snacking by positioning Knorr Soups as a healthy alternative. Indians are known to have very late dinners. Children often get hungry in the evening and demand unhealthy snacks to satiate this hunger. The mother is always worried that if she gives her child unhealthy snacks like chips, etc., the child does not have enough space in his stomach to eat dinner. She would ideally like to give her child something that is tasty yet healthy and retains the appetite for dinner. Knorr Soups provide the solution.

In continuation to the first phase of Knorr Soups campaign, Aaren Initiative rolled out the new OOH campaign with the fresh communication of 7 pm Knorr Soup this winter. The brief given to the agency was to gain high SOV with an extensive awareness campaign of high reach and frequency, focusing important junctions, high congregation points like railways and bus stops, as well residential areas. The campaign was executed in three major regions – West, East and North, including the three metros Mumbai, Delhi and Kolkata. The Idea was to penetrate in the city and be visible at key touch points.

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