Candid Marketing takes Britannia Milk Bikis to the masses in Bihar

In a mass connect programme, Candid Marketing undertook a BTL initiative for Britannia Milk Bikis that saw the biscuit brand being taken to a cross-section of people in several Bihar towns such as Bhagalpur, Begusarai, Dharbhanga, Mauzzafarpur, Chapra, Hazipur, Patna, Aarah, Sasaram and Gaya. The BTL activation was undertaken from July 5-25, 2009.

Speaking on the initiative, Devika Sharma, VP - Client Servicing, Candid Marketing, said, “The objective was to impart the knowledge of importance and benefits of Milk Bikis biscuits by conducting interesting interactive sessions with mothers and kids. The strategy involved interactive sessions aimed at educating, exciting and encouraging (3E Module) the TG to buy Milk Bikis biscuits for their children.”

“Candid used a branded vehicle to approach mothers and kids at various locations, such as kids right outside/ inside schools and in bigger and popular playgrounds and parks and near residential areas. For mothers, the BTL activity was done at various ‘sabzi mandis’, in main markets, at residential areas and temples. Keeping in mind the set of TG in rural areas, all interactive sessions were designed to involve both mothers and kids in a fun and interactive manner,” she added.

Sharma further explained, “We did a BTL activity called Vitamins Hunter, where a life size acrylic (transparent) milk glass was created. The glass contained white table tennis balls, which gave the impression of a glass filled with milk. The glass also contained four different coloured balls, each representing four different vitamins present in Milk Bikis biscuits. The idea was to make the TG familiar with the vitamins present in the Milk Bikis biscuits. The TG was asked to collect all the four vitamins from the glass with in a specified time, and winners received Milk Bikis biscuit packets.”

“For kids, we did a BTL activation called ‘Feed me Bikis’, where a basket was set up in a special van. Kids were asked to throw balls inside the basket to score points within a given time span. Kids with the maximum scores were given Milk Bikis biscuit packs,” Sharma added.

She further said, “It was getting a bit difficult to have reserved mothers in Bihar to come and interact with the product and brand in the road show. In a bid to enter the comfortable space of the mothers, Candid Marketing visited small gullies, local mandies, smaller markets, and even houses to speak to them and encourage them to participate in the activity.”

A school connect initiative was also undertaken, where the Milk Bikis activity vehicle was taken inside school premises and after getting the requisite permission from the school authorities, the team interacted with all the children in the school to attain maximum reach.

Sharma claimed, “The results were very encouraging in that within just 20 days of activation in Tier 2-3 cities, we touched base with around 12,000 TG. The activity was well received in terms of participation. The team not only interacted with the audience on a large scale, but was also able to create a great recall value for the brand.”