Reasons versus excuses: No clear winner

The best part about kids is their power of imagination, especially when it comes to excuses during mealtime. This is the reason for the ongoing battle between moms and kids. Aashirvaad, India’s leading food brand, recognised this prevailing issue and asked us to intervene.

Hunger for joyful nurturance

These adorable feuds are a common point of conversation with Indian mothers – one thing they all agree on. We found the perfect opportunity to step in to support mothers in their quest of fuss-free eating for kids.

A campaign made of ‘excuses’

We didn’t want such imaginative excuses go to waste. Our campaign, aptly titled #PocketFullOfExcuses, created content around these gems of wisdom (well they are wise if you look at them closely :). The initial posts served as the perfect icebreaker, resonating with parents at once. In the comment section, parents eagerly shared their own tales and whacky solutions that reassured other mothers.

We took it to the next level by teaming-up with influential moms who had hands-on experience in dealing with fussy eaters. These moms openly shared their individual experiences and clever hacks they had successfully employed to overcome their children’s excuses.

Our 'recipes' that won over fussy eaters' excuses

Launched in sync with Children’s Day, the #PocketFullOfExcuses campaign enjoyed immediate success, garnering widespread engagement and positive sentiment from its audience. The platform offered parents and opportunity to laugh, share, and support one another in the journey of nourishing their children.

By addressing a universal parental concern with humour and empathy, we not just fostered an interactive and empathetic community of Indian Mothers, but solidified Aashirvaad’s image as a brand that understands and supports parents’ challenges.

1,647,155

impressions on campaign posts

345,075

engagement generated

266,000

Reel plays

26818

Engagement on Reels

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