: Case Study: How Nilon’s Diwali campaign reached near to 2 Mn+ users #IndiaNEWS #Case Studies Based on ASMR cooking sounds, Nilons initiated a Diwali campaign in an attempt to spread awareness around

Case Study: How Nilon’s Diwali campaign reached near to 2 Mn+ users #IndiaNEWS #Case Studies
Based on ASMR cooking sounds, Nilons initiated a Diwali campaign in an attempt to spread awareness around a noise-free and positive festival of lights. The brand created a campaign mix of a lead video and supportive influencer outreach, to garner visibility.

This case study explores how Nilons Diwali campaign leveraged its contest campaign, ASMR video, and influencers to spread #SwaadBharePathaake while generating awareness around the festival.

Category Introduction

The processed food industry is being pegged as a sunrise sector is expected to reach 5 bn by 2025-26. As of 2022, the processed food industry in India is expected to grow at a rate of 15. 09%, as per a recent survey.

Brand Introduction

Founded back in 1962 by Shri Suresh B. Sanghavi as a cottage industry, Nilon’s Enterprises Private Limited from a humble beginning has become one of India’s leading processed food companies. It is the largest producer of Pickles, Ginger Garlic Paste, Tooty-Fruity, and Roasted Vermicelli in India. With 3 states of the art manufacturing facilities in Maharashtra and a strong sales force and distribution network, Nilon’s is now among the fastest-growing processed food company.

Nilon’s has a very wide range of quality products with global flavors and a local twist. The product range includes Pickles, Indian Spices, Western Spices, Tooty-Fruity, Sauces, Chutneys, Soya Chunk, Breakfast Cereals, Vermicelli, Macaroni, Pasta, Tomato Ketchup, Jams, Cooking Pastes & Culinary, Ready-to-Cook, and Ready-to-Eat, etc.

Summary

Food forms an integral part of any festive celebrations across the world. So on the occasion of Diwali Nilon’s decided to have a noiseless and pollution-free, yet delicious celebration with the #SwaadBharePathaake campaign.

With the aim of spreading a positive message on Diwali in a fun way that would entice, engage, and increase brand awareness, Nilon’s created an ASMR video with various food and beautifully capturing the cooking sounds.

The brand gave an interesting twist to a critical element of the Diwali celebration which is ‘Pataakhe’. To do this, the brand initiated a contest that urged people to enjoy the burst of flavors with each bite that they savor, with an exclusive #SwaadBharePathaake hamper filled with Nilon’s goodies.

Problem Statement/Objective

The objective of the campaign was to subtly communicate with the audience to have a safe and noise-free at the same time delectable festive celebration while creating an engagement campaign that is clutter-breaking and induces sampling, builds awareness, and increases the community base.

Brief

Indians love food – what better time than festivals to celebrate the diverse flavors of the country? Nilon’s intended to leverage Diwali to create a clutter-breaking idea that will build intrigue, engage and entertain the audience while inducing product sampling and increasing following.