India’s largest biscuit manufacturer, Parle Products is all set to extend its digital campaign for its flagship brand Parle G. In its next phase, renowned author and Padma Shri Ruskin Bond has been roped in as a guest blogger to write for ‘TheFutureGenius.com’, an interactive portal where parents can interact and share videos, audio clips and documents to showcase their child’s talent.
An extension from its earlier campaign ‘G maane Genius’, the campaign which commenced this year, seeks to strengthen its current initiative – ‘Aao Banaye kal ke Genius’. And with this move Parle G has set an example for brands targeting children through social media platforms. Bond is a credible name in children’s literature and having him will certainly work towards the larger goal of the website, and thereby the initiative of creating future geniuses.
“To children I would like to say develop interests beyond academics. While information technology may give you information, knowledge is a far deeper thing that is needed to understand the world around us,” said Bond, while commenting on his association with The Future Genius website. Apparently, his words are an apt description of the philosophy behind this campaign.
Along with Bond, the company has also roped in a celebrity mother blogger, Kiran Manral and a kid blogger who will write for the brand on issues related to parenting and upbringing of children. The site is broadly categorised into four sections – ‘My kid is a genius’ where parents can share their child’s talents, ‘Genius Gyan’ that provides expert advice for parents to help discover the genius in their child, ‘Parents quotient’ a learning and discussion forum for parents, and ‘Diary of a genius’ where one can read a daily diary maintained by a child.
Kick-started through a digital-first approach where teaser videos were released across YouTube, Facebook and Twitter, followed by unveiling of the TVC online, the campaign saw good results amongst parents at The future genius website. The total number of user generated content received till date is 436 uploads, including videos, pictures and documents. The total hits received on the site also increased to 1,47,773 visits. Recently the campaign won the Digital Crest award for the TheFutureGenius.com, as best Community/Website Blog!