Categories Name : South Awards For Communication
Sub-Category : Best use of Integrated Marketing - FMCG
Entry Name (Campaign) : ITC Mission Millet Campaign
The year 2023 was declared as the International Year of Millets (IYOM) by United Nations General Assembly. This signified a global commitment to promoting the cultivation and consumption, of millets. The Indian Government also deployed multiple initiatives to boost millet consumption in India. To support this noble cause, ITC Ltd launched ‘Mission Millets’ Campaign to educate, encourage and empower the people and the farmers about several benefits of millets. The Mission Millets campaign is an integral part of ITC’s nutrition strategy ‘Help India Eat Better’. Three divisions of ITC’s business – Foods, Hotels and Agri came together to deliver on this mission and built the millets value chain in the country inspiring farmers and consumers alike to choose millets for a truly sustainable future. • ITC Mission Millet Campaign was amplified across all communication mediums to maximize awareness around millets. • An exclusive ITC Mission Millet Coffee Table book was released by Mr. Sanjiv Puri, Chairman & Managing Director, ITC Ltd. This book acts as a rich repository for all things millets – the history of millets, benefits of millets, initiatives undertaken by ITC Agri division, products launched by ITC Foods as well as recipes by expert Chefs of ITC Hotels. • To build consideration amongst consumers, Mission Millets launched over 100+ content pieces in partnership with 20+ leading media platforms including Times Group, Network 18, Dainik Bhaskar, Times Food, New Indian Express etc on its climate and health benefits, versatility and taste featuring nutrition experts, respected chefs, influencers etc.