Kellogg’s Chocos, the leading breakfast cereal brand for kids in India launched a new campaign ‘Khuljaye Bachpan’ earlier this year. The campaign focuses on motivating mothers to nurture intimate, fun relationships with their kids throughout their childhood.
The brand organized a contest called ‘KhushiKe Pal’ under the new campaign in April with 3 videos wherein celeb moms – Mandira Bedi, Tara Sharma and Gauri Pradhan along with brand ambassadors Juhi Chawla and Sneha shared their ‘khushike pal’ with their kids and invited viewers to write in or send images of their ‘khushike pal’. The contest attracted over 900 entries from all over India, of which 17 lucky winners emerged. The brand then organized a two day event as a grand culmination to the contest to gratify the 15 lucky mother-child duos.
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 mebased 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.”
The event was a two day extravaganza of absolute fun and excitement. It served as a platform for the parents and children to bond and create happy moments that go on to make their relationships stronger.
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.
“Those two days were simply incredible, especially because it allowed me to create some wonderful memories with my daughter Shruti. I thank Kellogg’s Chocos for giving me an opportunity to share such ‘Khushi Ke Pal’ with my loved one. It was indeed a delightful break from our daily lives and helped us getting even closer to each other”,said Seema Agarwal from New Delhi.
Link to TVC:
Hindi with Juhi Chawla – //www.youtube.com/watch?v=KfPPRrZ7ps0
