ITC's ‘Jelimals Immunoz: Kid Me Not' campaign reveals Indian kids ready for a come-back

Jelimals, ITC’s confectionery brand in the Jelly segment, had created a unique, child-friendly awareness song ‘Do the 5’ on how kids can prevent the spread of Covid-19, based on the guidelines recommended by WHO. As a natural progression to further enable support towards children’s welfare in the present context, the brand launched a campaign Jelimals Immunoz: Kid Me Not to understand kids’ perspective on the new normal world.

From establishing empirical data on their perspective to an influencer supported discussion-led webinar on the findings, the campaign segues to introducing Jelimals Immunoz, the new name under which Jelimals’ range of products fortified with Vitamin C and Zinc will be available and culminates with mothers and their kids teaming up to dance to the tunes of Jelimals Immunoz’ s immunity support anthem.

The four-phased campaign launched with a first-of-its-kind research conducted among 364 children, aged 8-12 years across Mumbai, Delhi, Bangalore and Kolkata revealed that 94% children miss 'Going to school' and 95% miss 'Meeting friends' in person, making immunity support an ‘uncompromising imperative’ in the new normal world. If given a ‘Superpower’ 74% children would utilize it to ‘Save People (56%) & Find Cure (18%)’ from Covid-19 with concern for parents & family (38%) being foremost for the children. This followed by saving humanity including doctors, soldiers, friends, animals and testing individuals for the virus.

Link to the Webinar -

To discuss how adults can help make the transition towards Come-Back, fun and exciting for children, the brand hosted an exclusive webinar with experts, parents and kids Jelimals Immunoz - Kid Me Not. Supporting the initiative, influencers including Mother & Actor Sameera Reddy, Father & Celebrity Chef Kunal Kapur shared personal insights, instances and anecdotes on being a ‘playful friend to the kids’ and preparing ‘fun and tasty home-made food for kids that are alternatives to outside food’ while Aaryan Prajapati, represented and spoke on behalf of his peers and co-hosted the webinar with Artist & Anchor Karan Wahi.

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As a brand that enjoys a loyal following amongst children, Jelimals’ unwavering commitment towards them has resulted in the brand shifting its portfolio offerings to Jelimals Immunoz- jellies fortified with 2 key nutrients Vitamin C & Zinc that help support the immune system amongst children. A serving of 2, great tasting jellies per day will ensure kids get 50% RDA of Vitamin C & 15% RDA of Zinc, both essential ingredients which help support the immune system.

The campaign will culminate with mothers and their children partaking in a fun rendition of immunity support dance anthem, developed by Jelimals Immunoz.

Speaking about the campaign, Mr. Anuj Rustagi, COO – Chocolate, Coffee, Confectionery & New Category Development - Foods, ITC Ltd, said, "It is our endeavour as children’s focussed brand to support the health of our kids with our products by giving them a daily dose of vitamin C & Zinc. And we are doing this in a 'Jelimal’s way' – making this fun and engaging for both parents and kids much like our “Do the 5” video. We hope this move will make a small but meaningful difference in protecting our kids".

Jelimals Immunoz will be available in 2 SKUs, 30 gms and 108 gms at respective price points of Rs 10 & Rs 50.

The packs will come loaded with benefits of fun fruit flavours, exciting toys, double layer packaging while the Rs 50 pack also comes with a zip lock pack. The product will be available pan-India across retail outlets, modern trade and e-commerce platforms.

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