Client: Kitchen Xpress
Industry: FMCG – Spices
Product: Red Chilli Powder + Vitamins B12, D3, E
Objective: Launch in Ahmedabad with high curiosity and participation
Platform: Digital + QR Landing Page
The Challenge
Red chilli powder is seen as a commodity with no differentiation between loose and packed variants. Kitchen Xpress developed a special vitamin-enriched blend approved by FSSAI, and needed a launch that made consumers clearly recognise the added health benefit.
The Strategy
A curiosity-driven idea was created using the line “A H M _ _ A _ B A D – Kya Missing Hai?”
The missing letters represented the three vitamins added to the product — B12, D3 and E. A QR-led puzzle contest was launched, inviting people to guess what was missing and submit answers for a chance to win an iPhone 15.
Creative Execution
It consisted of a teaser, revealer, and a QR code leading to a “Kya Missing Hai” webpage where users could enter details and participate. The campaign immediately triggered digital engagement and traffic.
Impact & Results
The teaser ad generated 111,398 clicks, 17.7 million impressions, 0.63% CTR, and a cost of ₹3.12 lakh at an average CPC of ₹2.80. The campaign successfully created buzz and high-volume participation ahead of the product reveal.