Enhancing brand image and reputation through digital and media outreach, and leading national collaborations across sectors
Chef Vinesh Johny is one of Asia’s best known pastry chefs, who heads the Lavonne Academy of Baking Science in Bengaluru. Mood Pills is a set of concept chocolates created by Chef Vinesh that was launched in June 2019, with an aim to connect with the consumer’s emotions. The ‘moods in a box’ include six pill-shaped chocolates, whose ingredients match its mood. Our team worked with Chef Vinesh to make Mood Pills a nationally spoken about phenomenon!
Solutioning and Approach
- Product development happened post a discussion with Chef Vinesh on creating ‘innovations in patisseries and desserts’
- Packaging and look and feel of the Mood Pill boxes conceptualized with Chef’s team
- The product was launched at a Forbes 30 under 30 convention in Hong Kong
- The Mood Pill boxes were then disseminated to celebrities and social media influencers all over India, and their reactions were amplified through traditional and digital media
- Media coverage and conversations generated from June 2019 to November 2019
- The product is now available for delivery in Bangalore through Swiggy
Impact
Collaboration with the music giant Spotify, to release custom, mood based playlists around Diwali 2019
Engagement from 20 celebrities, 7 digital influencers and 21 media personnel. More than 350,000 people reached
Featured in national publications including Times of India, BBC Good Food India and YourStory
Chef Vinesh’s appearance in a special episode dedicated to Mood Pills at the podcast Cyrus Says hosted by Cyrus Broacha and IVM podcasts