Creativeland Asia Mumbai is the only creative agency that
has got its entry shortlisted in the Creative Effectiveness
category of Cannes Lions 2012.
agency has been shortlisted for its work done for Parle Agros
Hippo Baked Munchies, titled Plan-T.
Baked Munchies was launched by Parle Agro in the Indian Snacks
Market in January 2009, and was followed by a communication
launch in January 2010.
to the brief, Hippos unconventional packaging and universal
philosophy of Fight Hunger, Fight Evil made it
a runaway success. Hippos growth hit a roadblock when
consumers demand for it far exceeded the supply of the
brand as consumers were being greeted by empty shelves in
400,000 retail stores, across India. This overwhelmed the
nascent sales and distribution team as they found it challenging
to track and replenish stocks quickly.
company needed an alternative inventory tracking system that
was quick and cost-effective and found the answer in the platform
of Twitter and invented Plan-T.
Hippos twitter account, Creativeland Asia Mumbai made
him interact with his followers, urging them to tweet to him
in case they found empty racks in stores. A core cell was
set up to monitor, analyse and pass on information collected
from the tweets to local distributors in respective areas,
who then replenished the stocks in 24 hours. In a country
dominated by traditional media, connecting with Hippos
supporters through Twitter made the impact.
drove consumers to report empty shelves on-the-go, across
400,000 stores, in about 53 cities and towns across 18 Indian
states, all this within a span of six months. Plan-T, along
with the existing sales and distribution team, helped Hippo
post a 76 per cent increase in sales within six months.