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Ad Testing of a Milk Food Drink

A study was conducted on behalf of an FMCG major for testing various ad scripts for re-launching a brand of milk food drink (MFD) under a new name. The objective of the research was to give a qualitative understanding of the most compelling advertisement. The task was to compare comprehension levels and key take out of the main message for each situation.
The research methodology was a combination of in-depth interviews and focus group discussions with mothers with children between 5-15 years, who were users of MFDs. The research was conducted in two centers.
The main campaign idea was that kids’ brains today need to function like computers. For this, they need the new milk food drink which has been specially designed with nutrients that help improve memory and learning.
When the ads were tested with the target respondents, they were liked and found novel. The ads featured mothers in more modern avatars; she was shown as asking questions and trying to catch up with the times, which consumers found very aspirational and relevant. They appreciated the involvement of the whole family, with the father encouraging the son to answer questions posed by the mother.
Mothers with younger children like ads which spoke of memory recall which cued attentiveness in school. Mothers with older children like ads which were exploratory, those which celebrate curiosity and the desire to know beyond school textbooks.
The findings provided direction to the business in narrowing down options and selecting the most befitting communication to re-launch of the milk food drink.

1992 - 1996
1996
1997 - 2001
1999
2001 - 2007
2013 - 2019
1992-1996

Initiation

Deepa starts working at Hindustan Unilever Ltd., and after working there for a few years decides to take a career break to take care of her son. The family plans to move to Jamaica, and she wishes to resume working. There are not a lot of opportunities post a career break for her, and this makes her realise the plight of women all across the world who are trying to resume working after taking a break. The seed for Lumière is planted. Deepa joins J.A. Young Research Ltd. to get back to her roots, and ultimately decides to start her own firm under her CA's advise.

1996

Beginning

Start of Lumière Consultancy in Jamaica

1997-2001

Incubation

The family is aching to return to India, and post the birth of her second child, Deepa gets an offer from HUL to rejoin them. She has an itch to make it on her own, and so declines. This results in a different type of engagement between the two, and Lumière engages exclusively with HUL by expanding their scope. Deepa builds a stronghold in consumer behavior, and Lumière develops into an entity of its own. Inception of 'Consumer Centricity', which is their future key to strength, begins. With an expansion in their work, they need more resources and a group of like-minded talented professional women to join the team. Lumière gives them solace, a place to grow, rebuild their careers, and achieve goals beyond their expectations. They begin with mentoring initiatives, with an urge to inspire young individuals. People approach them through word-of-mouth, references, and to create opportunities beyong market research, Lumière becomes a Pvt. Ltd. company.

1999

Establishing

An opportunity arises to be a part of something big, to analyse the growth mindset and the creation of a best practice document for sequential recycling. Lumière makes an impact across categories and branches into Product Testing and Category Creation.

2001-2007

Invigoration

Lumière touches ₹ 1 crore. Their brochure is presented at MRSI. The company turns 10, and Milind joins the team as an observer. This becomes the phase of Lumière's upheavel: from scaling up, digitization and automation of processes, to plugging in leakages across departments and accounts. Their billings reach ₹ 3 crores.

2013-2019

Innovation

Rashmi Bansal dedicates a chapter of her book 'Follow Every Rainbow' to Deepa and Lumière. The company enters adulthood, and they facilitate change management for Lumière. The introduction of the Gallup Strengths to the portfolio is a game changer. A revamp of the technological infrastructure ensues, giving way to an articulation of Lumière 3.0.