California Almonds Helps Mothers Nourish Kids to Rock On

Almond Board of California has released a TV campaign in India for its brand California Almonds. Conceptualised by Foolish, the films went on air in the first week of December.

The TVCs, set to the song ‘Tum ho to’ from the Hindi film Rock On, feature mothers involved in their kids’ success in academics, sports and other extra-curricular activities. The films show mothers feeding their kids almonds and end with the voice over, “Protein, fibre, vitamin E, energy aur maa ke pyaar se bhare – healthy aur crunchy almonds har roz” (Full of protein, fibre, vitamin E, energy and mother’s love – have healthy and crunchy almonds every day.)

Vandan Chopra, creative head, Foolish, said, “The brief from the client was clear and simple. They wanted to be positioned on the benefits of the product and further strengthen the association in the consumer’s mind. Additionally, there was a need to modernise the product as we moved forward, and that got us thinking.”

“California Almonds has been built on foundation of ‘celebrating our primary stakeholder, the mother, and appreciating her for all that she does for her family’. It’s always been an ode to the mother. With this leg of communication, we went a step further and prescribed a more involved role for the mother. This is in line with the lifestyle and mindset of today’s mother, where she is not just a facilitator, but also an active participant in the success of her children. The successes were more pronounced, the interactions were more contemporary, and so was the role of the mother,” he added.

The campaign went on air in December, coinciding with the onset of the winter season that typically sees a spike in the consumption of almonds, according to the company.