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Kellogg's Chocos Culminates'Khuljaye Bachpan' In the Outdoor

By Preethika Kotian - July 29, 2015

The leading breakfast cereal brand for kids in India, Kellogg's Chocos invites its consumers out of home to celebrate their bond

Kellogg's Chocos, one of India's leading breakfast cereal brands for kids in India, in a new campaign, encouraged its consumers to interact with the brand through varied mediums. The campaign titled'Khuljaye Bhachpan' was initiated as an attempt at motivating mothers to nurture intimate, fun relationships with their kids throughout their childhood. A contest called'KushiKe Pal' was inaugurated by the brand ambassadors, Juhi Chawla and Sneha, who shared their'KushiKe Pal' with their kids. It further received impetus when celeb moms Mandira Bedi, Tara Sharma and Gauri Pradhan followed suit, inviting moms across the country to write in or send images. The contest attracted over 900 entries, of which 17 lucky winners emerged.

To draw a grand ending to the'KushiKe Pal' contest which was a part of the campaign, the brand brought the consumers outdoor for a fun filled, exciting event. While it served as a platform for the parents and children to bond and create happy moments that go on to make their relationships stronger, it also helped the brand to retain its hold as being the household name in the breakfast cereal market. This campaign went through multiple stages and ended in a solid brand activation in the outdoor.

As the premise of the event was bonding moments, Day 1 of the event consisted of a treasure hunt cruising through historic monuments in Mumbai like the Prince of Wales Museum, Taraporewala Aquarium and The Nehru Planetarium. Day 2 of the event kicked off with an amazing chopper ride for 5 selected mother-kid duos from the previous day. This was followed by'the 70s fare' which was a 2-hour long event that transported the duos to an era long gone, enabling the mothers to show their kids, what their childhood games and activities were like.

Speaking about this initiative, Juhi Chawla, actress and brand ambassador of Chocos, said, "I think the initiative taken by Kellogg's Chocos is very thoughtful, as it is extremely important to be a friend to your child. I support this thought, as I too try to build the relationship between my kids and me based on trust and friendship. This way the children are given opportunities to grow and learn without constant disciplining. My kids' childhood is precious to me and these moments of bonding over food, play and all other activities mean the world to me as a mother.”

Harpreet Singh Tibb, Director of Marketing, Kellogg India added, "Parenting in today's world is increasingly becoming a difficult task because in the real sense of the term, kids today know a lot more than their parents at a very young age, about so many different things. The campaign "Khuljaye Bachpan” was 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 and as a result kids are discovering the joy of growing up. Kellogg's Chocos is kid loved and mom approved because of its chocolaty taste and roti-like benefits. This contest was just another way of getting mothers and kids to bond better and we're thrilled with the overwhelming response we received. 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.”



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