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Hippo launches online campaign ‘Indian Food League’

The ‘Indian Food League’ is an online activity in which
Hippo asks T-20 fans to support their regional teams by supporting their
regional dishes. The campaign is conceptualised and implemented by Creativeland
Asia.

The ‘Indian Food League’ is an online activity in which
Hippo asks T-20 fans to support their regional teams by supporting their
regional dishes. The campaign is conceptualised and implemented by Creativeland
Asia.

The campaign is a crowd-sourced activity that caters to the cricket
fan’s love for snacking and eating, while they watch their teams fight it out
every evening. The IFL comprises of nine regional teams symbolised by the
region’s most popular dishes, with Chennai being represented by ‘Idli Sambhar’,
Mumbai by ‘Pav Bhaji’ and Delhi by ‘Papdi Chaat’. Other dishes include ‘Kanda
Poha’, ‘Aloo Paratha’, ‘Daal Baati’, ‘Masala Dosa’, ‘Roshogolla’, ‘Dum
Biryani’, representing the regions Pune, Punjab, Rajasthan, Bangalore, Kolkata
and Hyderabad respectively.

The microsite houses a ‘Today’s Special’ poster daily, which
also mirrors the daily IPL schedule. Fans can visit the microsite and share
their fun and quirky takes on which dish will top and why. The site also gives
fans the chance to make and share their own fun Today’s Specials, through their
social network accounts. Hippo gifts the day’s best comment a Hippo Bean Bag
daily thus making snacking while watching cricket a lot more fun.

Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, said,
“With so many people conversing on social sites, Hippo has created the Indian
Food League as a medium to interact with and engage its consumers on the social
media platform during the cricket season. Needless to say, cricket has a large
fan following in India. Friends and families watch a match together at home or
a pub and other such places. Snacking is a huge part of such occasions and
Hippo IFL is targeted at this consumer pattern.”

“Hippo’s previous campaign on Twitter to track inventory was
a huge success. This further encouraged Parle Agro to engage interactively with
its consumers on the same platform. What’s more fascinating is that while
brands spend millions of dollars on conventional media to draw consumers’
attention during this season, Hippo is doing the same at a negligible cost
through social media,” Chauhan added.

Anu Joseph, Executive Creative Director,
Creativeland Asia, said, “Hippo is constantly looking for opportunities to talk
about food. He, in fact, looks at the world only in terms of hunger and food.
So, a ‘Mumbai Vs Bangalore’ match for Hippo is a match between Pav Bhaji and
Masala Dosa. So, whoever wins, at the end of the day, hunger loses.”

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