TID Multi-Millet Pancake Mix – Making Millet Fun for Kids, Trusted by Parents

120+ stores in 2 months

Context

TID, a product line from The Indian Diet, entered the millet category aimed at the hardest dual audience in FMCG: kids who must want it, and parents who must trust it.

The Challenge

Make millet feel fun enough for a child to demand and clean enough for a parent to approve. Convert that demand into retail listings.

The Insight

Health food in the kids category fails when it talks to parents in a language that bores their children. The mascot is not decoration — it is the licence to be playful in front of the parent.

Our Approach

• Designed a playful mascot and a high-energy colour system
• Produced 15-second recipe Reels children could watch and parents could share
• Built school-sampling content to capture authentic kid-reaction footage
• Sequenced retail outreach with shopper-facing collateral

Deliverables

• Mascot and packaging direction
• 15-second Reels recipe library
• School-sampling content kit
• Retailer pitch collateral