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THE PRODUCT

THE PRODUCT. THE IDEA IS IN THE PACKAGING. PROJECT: THE YELLOW LUNCHBOX. It doesn’t just feed the children it’s bought for. It has the potential to feed many underprivileged children. Over and over. GET MOTHERS TO PACK A LITTLE EXTRA LUNCH. LOGISTICS. INSIGHT. KEY MESSAGE:

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THE PRODUCT

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  1. THE PRODUCT

  2. THE IDEA IS IN THE PACKAGING

  3. PROJECT: THE YELLOW LUNCHBOX

  4. It doesn’t just feed the children it’s bought for. It has the potential to feed many underprivileged children. Over and over.

  5. GET MOTHERS TO PACK A LITTLE EXTRA LUNCH.

  6. LOGISTICS

  7. INSIGHT

  8. KEY MESSAGE: A healthy snack for your kid and a hunger-free life for another kid.

  9. CAMPAIGN OBJECTIVES: Generate interest and demand for Kissan Nutrition Snacks. Get mothers to actively participate in the Yellow Lunchbox Project. And in the process, build goodwill for brand Kissan. DELIVERABLES: Brand Name and Logo for the nutrition snack brand. Messages on the Yellow Lunchbox. An integrated campaign for the new snack brand that also talks about the Yellow Lunchbox. The campaign should include TV, Print ( with a focus on women’s magazines), POS, Digital, Mobile and Earned Media (PR) ideas for the launch. BUDGET: Production Budget (Inclusive of ATL, BTL and Digital) : Rs. 1.5 cr (USD 250k) Media Budget: Rs.10 cr (USD 1.6mn) TIMELINES: Brief Issued on: June 20, 2014. Brand Name and Logo Presentation: July 20, 2014 Integrated Campaign Presentation: July 27, 2014 Approvals: August 8, 2014 Production of TVC, Digital and Print Assets: October 8, 2014 Media Launch and PR Launch Date: November 14, 2014(Children’s Day in India)

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