Knorr to promote soups in big way

Actress Kajol will now promote soups in the Indian market as Unilever has taken her on as the brand ambassador for Knorr.

As Unilever's food and beverages brand, Knorr is gearing up with secveral activities for its dry soup mix offering, which it claims enjoys a 70-per cent market share in the soup segment.

In an attempt to strengthen its market leadership by making its soup products find a place in the daily Indian menu, Knorr is launching a media-wide campaign.

It has adopted a tagline for the brand for the first time. The new tagline - Tummy bhi khush, Mummy bhi khush - by creative agency Lowe Lintas, Mumbai, will soon be popularised through a television commercial scheduled for a launch on 10 August.

Knorr Soups has been positioned as a healthy snack which will not affect the child's hunger for the last meal of the day.

Acording to Knorr, its research revealed that mothers were not very comfortable with giving their children a 7 pm snack, which could result in loss of appetite for dinner.

Sidharth Singh, category head, foods, Unilever, says, "The big strategic thrust for Knorr in this re-launch is to find a role for soups in the daily Indian menu. Therefore, the aim is to leverage the vacant spot between 5-8 pm as the perfect time for a pre-dinner snack.

The campaign, an integrated communication programme, will include multi-lingual commercials, out of home (OOH) media tactics, print advertising, experiential sampling sessions and even presence in new media.