Activation Challenge:
To increase Aashirvaad Chilli Powder penetration in Andhra Pradesh markets by converting home ground chilli powder users and debunking myths about local brands’ superiority.
Solution:
Mirchi Jilla by Aashirvaad aimed to increase awareness and convert home ground chilli powder users to Aashirvaad, debunking myths and demonstrating superiority over local brands. The campaign utilized tailored invitations, digital teasers, interactive workshops, and post-event engagement to engage rural women.
Result:
The activation attracted 10,400 attendees, distributed samples to 8,270 customers across 52 locations, and engaged 3,752 participants in activity games, significantly increasing awareness and introducing Aashirvaad to 31.5% of new customers.
