Knorr, Hindustan Unilever’s largest soup brand in India, after making its presence on television with its campaign, “Tummy bhi khush, Mummy bhi khush” has now launched an extensive outdoor campaign. The brand has adopted ‘blanket advertising’ technique to make its presence felt during this winter.

The outdoor campaign will be an extension of the television commercials and will redefine the 7pm snacking trend by offering Knorr soups as the perfect snack. Earlier this year, Kajol had been signed as the Brand Ambassador of Knorr Soups and was a part of the advertising campaigns thereon.

The campaign was designed in two phases. The first phase was carried out in October and November, with the second phase taking place in December. The second phase will be taking up bus shelters, railway stations, Metro rail (in Delhi and Kolkata), hoardings, utilities and unipoles.

The ‘7 pm’ campaign for Knorr Soups was designed by Lowe Lintas and was conceptualized by Aaren Initiative (an outdoor agency).

Vivek Lakhwara, chief executive officer, Aaren Initiative, shares, “The campaign was targeted at Indian mothers and kids, aimed at positioning soups as an ideal 7 pm snack satiating the pre-dinner hunger pangs. The out of home was supposed to be present in locations where the target consumer congregates, passes through regularly or purchases soup.”

Surabhi Shori, brand manager, Knorr Soups, says, “While a bigger chunk of ad spends for Knorr go to TV, outdoor plays an important role for us in key geographic areas such as Delhi, Mumbai, Kolkata, Lucknow and parts of Punjab, including Chandigarh and Amritsar.”

The campaign positions Knorr Soups as a healthy alternative for pre-dinner snacks in the Indian households. Thus, offering every child a tasty, healthy and light snack at 7 pm.