Description
AGENCY: Direxions
CLIENT NAME: Birla Corporation Ltd.
Campaign started: 04/07/2020
Campaign ended: 04/17/2020
Created at: August 27, 2021
BRIEF
A campaign to cheer up and energize the program members during the gloomy times of the first lockdown in the coronavirus pandemic.
STRATEGY:
– Rasoi Raj (The Kitchen King), was conceived as a campaign that sees the men of the family going into the kitchen and cook, giving a break to the women from cooking for the family. An innovative idea in an Indian program as Indian men rarely spend time in the kitchen.
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This provided an opportunity to the members to showcase their culinary skills and be happy with their families during the gloom of business closure for lockdown.
RESULTS:
20% of member base at the campaign time participated.
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