Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A19. Mobile Video

Campaign Name : The Game of Multigrains Chocos

Brand Name : Kellogg's

Agency Name : Mindshare India

Results

Objective: Kellogg’s has long stood for health and convenience in breakfast choices. As kids’ snacking habits evolved and moms’ growing focus on nutrition. This led to the launch of Multigrain Chocos — no maida, multigrain powered, and more chocolatey than before. The campaign focused on reassuring moms about its nutrition, while also reigniting excitement among kids for Chocos’ new, improved avatar. Media Solution: Kellogg’s tapped into the rise of mobile gaming as a high-attention, high-engagement space to connect with kids. The brand used rewarded in-game ads to reach players at their most receptive moments, encouraging them to watch a zero-buffer, entertaining video in exchange for in-game rewards. To deepen the experience, a custom interactive game was introduced, bringing the healthier Multigrain Chocos proposition to life through fun, play-based storytelling that naturally resonated with kids. Results: The campaign delivered strong results across engagement, brand, and communication metrics - demonstrating how mobile gaming can serve as a powerful, high-attention medium that seamlessly blends entertainment with brand storytelling. Campaign delivered: 1. Engagement: 90% video completion rate (vs. 80% benchmark). Game engagement rate of 30% (10x higher than benchmarks). 2. Brand: ~10% increase in penetration; with ~15% increase in trials. Brand power scores increased by 440 bps v/s time before. 3. Communication: Spontaneous awareness increased by 510 bps v/s time before. (highest in last 2 years