Case Study
California Almonds - establishing almonds as the ‘nut of choice’
Challenge
Almonds were losing traditional preference among Indians due to changing lifestyles and food choices, impacting sales of California Almonds, among biggest exports of US to India. There was a clear need to highlight the relevance of Almonds as a healthy nut, putting it back on the food table as a daily snacking option, helping grow Almond sales. The task was also to position almonds as the preferred nut over pistachios and walnuts.
Approach
With almonds having good resonance as a healthy nut among the older generation of Indians, the campaign focused on targeting communication at mothers as in Indian homes, they are the primary decision maker regarding food choices. To provide the campaign a compelling endorsement that would be credible and would resonate with mothers as an example they can identify with and find aspirational, Karisma Kapoor was chosen as the face of the campaign. Being a mother and a popular celebrity, she was an ideal role model for women.
The marketing campaign with the umbrella campaign message ‘Ek Mutthi Badam’ was launched across advertising (print and TV Commercials), advertorials, collaborative events with health & fitness chains and cookery programs with celebrity chefs. The campaign was further amplified through immense PR.
The campaign focused on a twin track messaging strategy – highlighting the traditionally proven health benefits + versatility of how almonds could be consumed as a quick snack, as well as in different food forms.
Result
Consumer preference increased for almonds as the ‘nut of choice’ vs. pistachios and walnuts, demonstrated by market research conducted by Kantar for Almond Board of California.
This was supported by increased sales of almonds, based on sales data provided by the top Indian traders who control and manage wholesale almond trade in India.
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Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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