Next Button

MARICO

Saffola Fit Foodie

view casestudy

Brief

Indians consider health and taste to be on the opposite ends of the spectrum. Hence, this puts the homemaker in a dilemma between serving what the family likes and what is healthy for them.

Objective

In order to gain mass acceptance into Indian households, Saffola Masala Oats had to change its consumer perception by building strong TASTE credentials & leveraging Saffola’s HEALTH equity.

Solution/Execution

So we created Saffola Fit Foodie, a platform to engage with the homemaker and enable her to keep her family fit, with innovative tasty and healthy recipes. Users could view and download hundreds of healthy recipes created by Chef Vikas Khanna and our panel of expert food bloggers. These recipes were scored with the Fit Foodie Meter – a unique tool created in association with the Indian Dietetic Association - which calculated the nutritional value of our recipe versus the regular version of that recipe. The site also provided the unique feature of receiving recipes via WhatsApp.

RESULTS

Click To Close

SCAM ALERT

There are some third parties who are fraudulently using Madison's name on WhatsApp, and other unofficial websites and messaging apps with job opportunities from Madison.

Any person claiming to be from Madison and asking for payment in turn for job opportunities is a fraud and should not be entertained. Please report the number right away with relevant authorities.

Stay vigilant and do not fall prey to such scams.

back to top
close