Casestudy

Sonpari Bhagar’s World Record Event: Spreading Health and Millet Awareness

Sonpari Bhagar’s World Record Event: Spreading Health and Millet Awareness 

Introduction:

Sonpari Bhagar is a company that specializes in producing and promoting a healthy food option – Little Millets. In a world that is increasingly turning towards discourses of health and sustainability, the brand recognized a ripe opportunity to increase awareness about this nutritious grain. Their goal was ambitious – They not only wanted to educate about the benefits of millets but also do it through an event that would capture the hearts and minds of the audience.

The goal:

Despite its health benefits, millets remained underused and underappreciated in mainstream diets. Sonpari Bhagar faced a two-part challenge of boosting the popularity of the grain and making their brand stand out in a crowded market. The goal was to create a world record event that would align with the International Year of the Millets campaign and give back to the community through distribution of cooked bhagar to hospitals, orphanages, old age homes and to the needy.

Strategy:

We created a multifaceted marketing strategy for the world record event that leveraged various advertising platforms.

1. Radio and print media: We created engaging audio and print ads that spread awareness about the event and the health benefits of millets.
2. Outdoor advertising: Targeted banners and newspaper ads were created and placed strategically to reach our target demographics.
3. Social media: Catchy social media posts that used various formats like statics, carousels and videos were created to build anticipation and educate the audience.

Execution:

The event day was a combination of meticulous planning and community spirit. It reached over 30 lakh people and attracted the presence of International Celebrity Chef Vishnuji Manohar. His involvement not only brought credibility to the event but also showed the potential versatility of millets in the culinary world.

The highlight of the event was the preparation of over 4000+ kg of bhagar in a single vessel – setting a world record.

Results:

Our combined efforts for the event drew 40,000 attendees and achieved significant milestones.

1. World record: Sonpari Bhagar’s efforts made it to the “India Book of Records” and “Asia Book of Records”.
2. Media buzz: Through multifaceted marketing campaigns and the presence of Celebrity Chef Vishnuji Manohar, the event got widespread media coverage and created a buzz around Sonpari Bhagar.
3. Social impact: 4000+ kg of cooked bhagar, made in a single vessel was distributed to hospitals, orphanages, old age homes and thousands of individuals in need, fulfilling the campaign’s purpose to nurture and sustain.

Conclusion:

Sonpari Bhagar’s world record event was more than a marketing victory, it was a celebration of cultural heritage. It successfully promoted millets, while making a meaningful impact through community contribution. This positioned Sonpari Bhagar as the leader in the health food sector and serves as a case study for how brands can drive change through thoughtful marketing strategies. This campaign is a success story that shows how creativity and a commitment to community can create lasting impact and drive positive change.