Pillsbury Atta #AmmasSecretHelper

Problem
How does an Atta called Pillsbury (Vs an Indian name) establish itself in a rice-dominating and conservative market like South India? Our challenge was to drive TOM awareness in cluttered market like south India, build trust and establish brand expertise for Pillsbury atta.

Solution
Working on the insight of how mothers always wish they had help in the kitchen, but seldom do…we turned the iconic Pillsbury Doughboy into #AmmasSecretHelper who helped her not only in the kitchen, but also to get brownie points from her family.

Impact
TV – Increased market share by 2%
Digital – 10M+ views and counting