Parle G has to be the quintessential biscuit that most of us grew up with. And also the one that we keep coming back to for memories attached to school, with friends and sometimes feeding a hungry, homeless child. Standing tall on the pillars of nutrition and affordability for 74 years, the biscuit brand has now begun to feel the pinch, with Indian homes indulging in larger grocery budgets and a plethora of choices, both national and international.
This year Parle G has come up with an exciting campaign around the concept that every child is a genius as long as it stays curious. Parents have been urged to not kill their child’s curiosity and even encouraged to share how their child is a genius. The core philosophy behind this campaign is to let kids explore and learn on their own. An extension from its earlier campaign ‘G maane Genius’, the campaign has been initiated digital first with television, radio and other mediums taking over in the later phase.
The digital campaign is being executed through the website ‘TheFutureGenius‘ with Facebook and Twitter being two major traffic drivers to it. YouTube, Facebook and Twitter also formed a trio that created the pre-launch buzz for the campaign. Let’s take a look:
Right after Christmas, the campaign commenced with a bunch of teasers consisting of images that made one curious – Why don’t our eyelashes grow?, Why do zebras have stripes?, Why does February only have 28 days? The images featured curious, questioning, adorable kids with a message at the bottom “Bachpan se bada koi school nahi, curiosity se badi koi teacher nahi” meaning “There’s no bigger school than childhood, no bigger teacher than curiosity’.
Soon the Facebook page shared a set of teaser videos on the last Sunday of 2012, where kids did a bunch of creative things as a solution to their curious idea, while using up things available in the house. Parents were invited to share their reactions through Twitter by following the handle @thegeniushub and tagging it with #IfIWereAParent. The most positive reactions stood to win iPod Minis. To add to this, parents were also engaged through another Twitter contest hashtagged #BeCurious, where they had to tweet the most curious, funny and imaginative questions they had heard from their kid. Most imaginative tweet questions stood to win iPhone5, iPad3 and iPad Nanos!
Bang on the new year, Parle G introduced its new TVC titled ‘Roko mat, toko mat’ featuring a message similar to what had appeared on its teaser images ‘Bachpan se bada koi school nahi, curiosity se badi koi teacher nahi’. The TVC that was shared exclusively to the Facebook community, has garnered more than 25k views at present. It is interesting to note that the TVC went on air a few days later to being shared online.
The page then introduced parents to ‘The Future Genius website’ and urged them to join its campaign titled ‘My kid is a genius’. Simultaneously, the Twitter page also invited parents to participate in the campaign.
The Future Genius website provides parents with a national platform to showcase their kid’s talents. One can upload talent in the form of a powerpoint, a video, an image or other documents at the site. A gallery also features submissions which can be shared on Facebook and Twitter.
The home page features the TVC and takes feedback in the below comments. The tweets from #BeCurious are also displayed in real time along with answers to some of the questions asked by the kids. The website has 3 ambitious sections at the bottom – Genius TV, Parents Quotient and Diary of a Genius.
Genius TV features the teaser videos at the moment, while ‘Parents Quotient’, a forum of learning and discussion for parents and ‘Diary of a Genius’, an online diary to enable learning are both in the ‘coming soon’ mode.
I would say its impressive – the message, the medium and the long term vision behind it. Moreover, the mode of introducing the campaign through digital first is the highlight here. A central website aided by Facebook, YouTube and Twitter to help build the audience, might not be an out-of-the-box one but it shows that a simple thing – if done well – also works great!
However, I’m curious about the ‘coming soon’ sections on the website, either they indicate more things lined up in the later phase or probably something that was a last minute addition or not worked upon. Genius TV promises to be a repository of upcoming geniuses soon, at least that’s what I hope it turns into.
Nevertheless, a simple yet effective campaign that will help Parle G build stronger bonds with the new generation of digitally oriented parents and kids. What do you think of ‘My kid is a genius’?