Kellogg’s Chocos has rolled out its latest campaign ‘Khuljaye Bachpan’. The campaign has been shot in two regional languages, Hindi and Tamil. The film has been conceptualised by J Walter Thompson.
The TVC features brand ambassador, Juhi Chawla, portraying the role of a buddy-mom to her kid. She shares a friendly equation with her son who has just lost in a video game and boosts his confidence by saying, “Harna jeetna (winning and losing) is all part of the game”. It is then revealed that he has lost the game against his mother.
As Chawla boats of her accomplishment, the son retorts, reminding her that she has learnt all the moves from him! The film ends with the the reiterateration of the fact that Kellogg’s Chocos creates moments of happiness, where mother and child learn fun things together.
Sneha (South Indian actress) will promote the Tamil version through a TVC in the South.
Harpreet Singh Tibb, director of marketing, Kellogg India said, “Our new campaign “Khuljaye Bachpan” is 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. It creates those precious moments where the mother and kid bond. These moments create a happy and memorable childhood, a childhood that is uninhibited and allows the kid to discover the joy of growing up. Chocos as a brand celebrates uninhibited childhood and over the next few months we will be creating many such platforms that allow mom and kids to bond better.”
Nandita Chalam, vice president and executive creative director, J Walter Thompson said, "Modern parenting is all about letting children have an uninhibited childhood. Our new campaign philosophy for Kellogg’s Chocos reflects this. As part of this campaign, Juhi Chawla invites other parents to share such stories of learning from each other. Digital and activation legs of the campaign are all built around the same thought of ‘Khuljaye Bachpan’.”
The campaign will straddle TV, digital and on-ground to engage with mothers and children.
The TVC will be supported by 20 second testimonials by celebrity moms sharing their ‘Khuljaye Bachpan’ moments with their kids. Viewers will also witness celebrity moms inviting real life stories from mothers bonding with their kids. Furthermore, viewers will be invited to share their own ‘Khuljaye Bachpan’ stories, which will then be recognised by the brand through gratifications.
Creative agency: J Walter Thompson
Creative team: Nandita Chalam, Vijay Solanki, Karan Shrikent
Servicing: Samarth Shrivastava, Rahul Chandwani, Phiroze Marolia
Planning: Shaziya Khan, Rahul Bandi
Films: Anupama Ahluwalia, Jignya Shedge