World Food India, a three-day mega food event organised by the Ministry of Food Processing Industries (MoFPI), Government of India, aimed to rekindle confidence in India’s capabilities as a food factory for the world among potential partners abroad, the Indian business community and citizens at large. Genesis BCW was brought in to help position World Food India as a landmark event.
World Food India joined hands with celebrity chefs and industry experts to drive awareness among their target audience. Minister of Food Processing Industries, Ms. Harsimrat Kaur Badal, the face of the campaign, turned “Transforming India's Food Economy” into a war cry. Sanjeev Kapoor, India's most recognised chef, was brought onboard as the ambassador of WFI and to conceptualise 'Food Street', an enclosure that showcased a fusion of western and Indian cuisines. Baba Ramdev, a yoga guru, joined the Minister, Sanjeev Kapoor and his team of celebrity chefs in pulling off a never seen before stunt where they made an ordinary dish like khichdi into a hero by cooking large amounts of khichdi to set a new Guinness Book of World Record. World Food India also partnered with industry leaders, representatives of foreign governments and influencers to talk about the potential of India's food processing sector in years to come.
As part of campaign build-up, a social media campaign 'No Waste on My Plate' was rolled out, which encouraged people to take a pledge to stop wastage of food. It was a huge success in terms of reviving awareness towards food wastage and garnered a total of 70,000 pledges from masses and the post received 1.5 lacs shares on Facebook and Twitter.
The campaign generated 4000 leads, comprising investors, exhibitors, delegates, receiving over 1000 print, 2000 online and 400 television coverages. With over 3000 posts on social media, the event created more than 100 million impressions, which included eight successful trending activations, and all while setting a Guinness Record!
Silver Award Public Sector - World Food India - Making India the Global Food Hub
Gold Corporate Media Relations - Making India the Global Food Hub – World Food India