HUL L.I.M.

E 13: Stage 1 Submission

HUL Brand that you have picked up: Kwality Wall’s
1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
The COVID-19 pandemic has undoubtedly caused unanticipated changes resulting in mental health
crises. Within the wellbeing umbrella, "mental health matters" is witnessing over 150% growth.
Considering the fact that not everyone would be able to open up, we could help people to initiate a
conversation. It is time for Kwality Wall's to use this opportunity to show its aura in breaking the ice
and show that the brand cares about its consumers and society.

2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

Recent studies have shown that compared to adults, this pandemic may continue to have adverse
consequences on the mental health of children and adolescents. They find it hard to express their
feelings even to their close ones. In addition, The people from this category also have a significant
inclination towards desserts. Who serves as a perfect target audience for our Kwality Wall's
campaign

3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

India has a large and yet often understated burden of mental illnesses. It's been a long-prevailing
problem in the nation. Unfortunately, a lack of mental health awareness has prevailed because
people don't talk about it. Now that Covid-19 has made it even worse, We can use our products as a
helping hand to initiate mental health conversations since striking up a conversation is the need of
the hour.

4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)

5. COMMUNICATION CHALLENGE (100 words)

Existing Mindset: Realisation of mental health importance.
Existing Behaviour: Hesitant to talk about mental well-being.
Desired Mindset: Should realize that it is important to talk about mental health.
Desired Behaviour: Should set the atmosphere to ease the communication.
Through this campaign, we want our audience to start acting on mental health issues. Our product
aims to serve as the catalyst in initiating the conversation. This is a societal marketing concept which
aims to throw light on the mental well-being of society. Through which we can create a brand image
that helps in getting, keeping, and growing customers.

6. CONSUMER INSIGHT (50 words)

Present state of mind : I know that mental well-being is important but, I don't find it easy talking
about this even to close ones. Lightening the atmosphere might help me in opening up and talk
about it.

7. CAMPAIGN IDEA (50 words)

The Campaign idea will be "Let It Out." We will print the statement on the wrappers of the ice
creams to make it evident that the sharing of ice cream indicates the setting of the environment to
talk about mental health.

8. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

Social media marketing with "#Let it out with Kwality Wall's" and an ad that tells the importance of
mental health by using ice cream to set the environment. The ad can be like passing an ice cream to
the target person or getting ice cream for oneself to ease the surroundings for THE TALK. We should
make the hashtag and ad trending through different platforms, like Twitter, Instagram, Facebook,
Youtube, T.V. etc. We can target the campaign towards World Mental Health Day 2021-10th October.
And let our product with the print "Let It Out" hit the shelves on the big day.

CAMPUS: DoMS, IIT Madras TEAM NAME: DECODED

TEAM MEMBERS: Gowri Lekshmi SJ, Akash Lal O, Hari Maheswari Panda