Hippo takes the social media route

Riding the IPL wave, Parle Agro’s Hippo engages with consumers on social media with digital campaign Indian Food League

e4m by Priyanka Nair
Updated: May 15, 2012 8:46 PM
Hippo takes the social media route

With the nationwide success of digital campaigns in the past, Hippo has created yet another innovative digital campaign called the Indian Food League (IFL) as the Indian Premier League (IPL) cricket season is in session.

Hippo has used its message ‘don’t go hungry’ along with the regional teams of a popular cricket league to create the IFL. The IFL will use the already existing rivalry among T20 teams by pitting the popular flavours and dishes of these regions against each other and getting people to comment in support of their favourite flavour on the IFL microsite.

Elaborating on the thought process behind the campaign, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “With so many people conversing on social sites, Hippo has created the Indian Food League as a medium to interact with and engage its consumers on the social media platform during the IPL. Needless to say, cricket has a large fan following in India. Friends and families watch a match together at home or a pub and other such places. Snacking is a huge part of such occasions and Hippo IFL is targeted at this consumer pattern.”

“Today, social media is one of the most influential and emerging channels of communication. Hippo's previous campaign on Twitter to track inventory was a huge success. This further encouraged Parle Agro to engage interactively with its consumers on the same platform. What’s more fascinating is that while brands spend million dollars on conventional media to draw consumers’ attention during the IPL, Hippo is doing the same at a negligible cost through social media,” added Chauhan.

Hippo encourages people to support their favourite regional Indian dish, such as Punjab Aloo Paratha, Mumbai Pav Bhaji, Delhi Papdi Chaat, Kolkota Rosh Gulla, etc. In sync with the actual IPL schedule, Hippo puts up a poster daily and asks people post a fun comment about the day's match. A winner is announced daily and rewarded with a Hippo bean bag.

The campaign has been conceptualised and implemented by Creativeland Asia. Hippo is one the first FMCG brand to promote its twitter handle on its packs. Apart from the packs, social media channels such as Facebook and Twitter are comprehensively promoting the ongoing IFL activity.

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