Happy Tummy is a campaign undertaken by the Aashirvaad brand that takes a light-hearted narrative on the prevailing day-to-day gut issues faced by many consumers and aims to create awareness about the necessity and benefits of adopting fibre rich food in one’s daily diet by including a fibre rich and dense staple like Aashirvaad Atta with Multigrains.
The Challenge: Based on the insight that daily diets of Indians are typically low on fibre, Aashirvaad wanted to create awareness about the same with tips on how to improve the fibre content and highlight the high fibre content in Aashirvaad multigrain atta.
The Solution: We created a website, i.e. Happy Tummy, where customers could go through a questionnaire and based on their answers, they got their digestive quotient, which indicates their digestive health. At the end of the questionnaire, we got customer details before the results were shown. On the website, promotional coupons were offered along with touting benefits of Aashirvaad Multigrain Atta.
- The website was developed at a blitz speed of 3 weeks.
- Website traffic stood at a staggering rate of 88%.
- 510k sessions out of which 88.2% was through traffic and only 11.2% dropped off.