Situation

? In the year 2014, with a new Government in the Centre, the nation was upbeat about the future

? The echoes of ‘Ache din aane wale hain’ was heard in every household, which brought a sense of hope among Indians

? Citizens felt the urge to realize their dreams in this upbeat environment

• Brief

Create a holistic campaign that helps raise awareness around the importance of having a nutritious breakfast daily and position Kellogg’s as the perfect start to the day.

• Objectives

The goal was to get a million pledges from the citizens, promising to have a balanced breakfast, and for every pledge taken, Kellogg’s would gift a balanced breakfast to a child from humble beginning.

Implementation

? Times of India | An open letter highlighting the importance of right start to

achieve our dreams

? #FeedingDreams Canter | Intercity travelling canter promoting the cause

? RJs | Encouraged cities to participate and get more pledges

? Times/ET Now | Panel Discussion around the importance of Breakfast

? TrueCaller/Skype | A missed call/video call option to take a pledge

• Media Channels & Integration

? Print - Thought Provoking | Impactful Launch

? On-Ground - The #FeedingDreams Canter | Reach out to masses for pledge

collection

? Radio :- RJs | Key Influencers | Conversations

? TV - Build Credibility | Gain Nationwide Momentum

? Digital - Facilitate Participation | Fuel Conversations | Organic Growth

Timeline

? Achieved success in 21 days instead of planned 2 months.

• Scale

? Leveraging low cost, high reach mediums like missed calls on mobile phones.