Kellogg's Chocos celebrates mother-child bonding with 'Khuljaye Bachpan'
Conceptualised by JWT, the campaign is an integrated promotion campaign comprising amplification across TV, digital and on-ground to engage with mothers and children
Kellogg's Chocos celebrates mother-child bonding with 'Khuljaye Bachpan'
Conceptualised by JWT, the campaign is an integrated promotion campaign comprising amplification across TV, digital and on-ground to engage with mothers and children
BestMediaInfo Bureau | Mumbai | March 5, 2015
Click on the image to watch the TVC.
Kellogg's Chocos, the breakfast cereal brand, has launched a new campaign, titled 'Khuljaye Bachpan', highlighting the win-win equation between mother and child, where they learn and grow together. The new integrated campaign, conceptualised by J. Walter Thompson, highlights a relationship of equals between mother and child, and uses Kellogg's Chocos as a fun moment creator for mothers to bond with their kids.
The campaign TVC features brand ambassador Juhi Chawla (and Sneha in South India) portraying the role of a buddy mom to her kid. She shares a friendly equation with her son, who has just lost in a video game and boosts his confidence by saying that “Harna jeetna is all part of the game”. The TVC then reveals an interesting twist that he has lost the game against his mother, played by Juhi, and that she has learnt all the moves from him. It reiterates that Kellogg's Chocos creates moments of happiness, where mother and child learn fun things together.
Harpreet Singh Tibb
Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Our new campaign, 'Khuljaye Bachpan', is built on the insight that parent-kid relationships have now evolved into a relationship of equals. Parents learn from the kid as much as they teach them. These moments create a happy and memorable childhood, a childhood that is uninhibited and allows the kid to discover the joy of growing up. Chocos as a brand celebrates uninhibited childhood and over the next few months, we will be creating many such platforms that allow moms and kids to bond better.”
Commenting on the campaign, Nandita Chalam, Vice-President and Executive Creative Director, J. Walter Thompson, said, “Modern parenting is all about letting children have an uninhibited childhood. We brought this alive by showing a new trend in families – today, it's not just children who learn from their parents, but parents also learn a lot from their children. As part of this campaign, Juhi Chawla invites other parents to share such stories of learning from each other. Digital and activation legs of the campaign are all built around the same thought of 'Khuljaye Bachpan'.”
The TVC will be supported by 20-second testimonials by celebrity moms sharing their 'Khuljaye Bachpan' moments with their kids. Viewers will also witness celebrity moms inviting real life stories from mothers bonding with their kids. Viewers will be encouraged to share their own 'Khuljaye Bachpan' stories, which will then be recognised by the brand through gratifications.
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