Malted Food Drink (MFD) is a very well established and crowded category in India with brands like Horlicks, Complan, Bournvita and Boost. Unilever wanted to develop a communication strategy that will clearly communicate the product benefits and help existing MFD consumers switch to NutriSmart. The goal was to reinforce and pitch Nutrismart as an essential supplement for strengthening children's learning and memory functions.

During the immersion phase project team reviewed packaging, branding, current marketing efforts, and competition's approach to understand the space. An early user research included online surveys, questionnaire, and one-on-one interviews with mothers of 7-12 year old children in Bangalore. The focus of research was on key influencers, role of MFD in children's growth, decision making related to MFD purchase, education system, and perception around memory, learning and health for children in general.

Early brainstorming and ideation resulted into a large numbers of potential ideas related to branding, packaging, installations, activations, and commercials. Ideas were filtered down and key concepts were developed.  A research kit was developed for a qualitative user-research in Chennai and various research probing tools were used to get information that would help devise brand activation ideas. Six of the final ideas were validated in Chennai. These were refined further and closely detailed and prototyped using the insights from the validation. The solution included collaterals, in-mall interactive game based installations.

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