Objective:

Position PICO Chutneys and Sauces as an accompaniment of every day food that can make any meal tasty.

Problem:

Our TG, the housewives, struggle to add variety to the food they cook every day.

Consumer Behaviour:

As a result their husband and children, make excuses not to eat at home.

Creative Strategy:

Create a series of radio spots that depicts the opposite of the consumer behaviour.

Idea:

Jab ghar pe khana ho lajawaab, tab ghar jane ke bahane bhi lajawaab.

Radio spots that have different members of the family creating ridiculously funny excuses to eat mom-cooked food.