Evening Snack Market
Knorr Soups, though in India for long, hadn’t been able to break into the Indian diet as soups were generally hadFood4wealth
noodle_soup_2″ src=”http://www.themarketers.in/wp-content/uploads/2010/02/1184163_noodle_soup_2.jpg” alt=”1184163_noodle_soup_2″ width=”300″ height=”225″ /> only at hotels or as an appetizer when guests were called over. However, with the launch of its latest campaign this winter having Kajol as the brand ambassador, it positioned itself as a 7 pm snack to satiate the pre dinner hunger pangs. The TV commercial shows Mummy Kajol serving Knorr Soup to her kid at 7 pm in order to satisfy his hunger. It is seeking to replace the ‘unhealthy’ pre dinner snacking that Indians with their late dinner habits are used to. This gives Knorr Soups an entry into the Indian household as it provides consumers like me with a reason to buy Knorr Soups who till now hadn’t really even conjured the idea of having soup at home.
A chocolate bar, on the other hand, in the role of an evening snack poses itself as another equally interesting alternative. Snickers bars have been imported in India in trickles since long but they had not been formally launched here until now. Mars Inc launched the Snickers Bar in India recently along with a campaign titled “Hunger Bajaye Char, toh Snickers Khol Yaar”. The campaign focuses on Snickers being a snack satisfying the 4 pm hunger. The commercial shows a goalkeeper who becomes desperate with hunger as soon as the clock strikes 4 but feeds himself with a Snickers to get re-energized. However, a chocolate bar is generally had by Indians as a dessert after meal or when they want to have something sweet. To push Snickers as a snack would not be impossible for it comes from a cash rich parent but it would definitely be a very difficult task.
With companies trying to slot snacks for different times of the day, as Knorr tries to occupy the 7 pm slot and Snickers with 4pm, it is definitely going to be interesting to watch whether Indians alter their customary dietary habits to bring in soups and chocolate bars in their daily menu.