Meal of the Moment (MOM), a homegrown brand known for reimagining familiar foods and snacks into innovative, convenience-first formats, has unveiled its latest campaign in collaboration with disruptive marketing agency BackBenchers Digital. This initiative features Kiara Powar, India’s youngest sportscaster and the ‘voice of diabetes,’ aiming to raise awareness about healthy snacking, particularly among teens and young adults.
The partnership highlights Kiara’s growing influence among younger audiences, including diabetics and their families. Diagnosed with Type 1 diabetes at the age of two, Kiara understands firsthand the significance of nutrition in managing her condition. As a vocal advocate for mindful lifestyle choices, she emphasizes the role of healthy eating in preventing lifestyle diseases and effectively managing diabetes, educating her followers about healthful alternatives.
“For many youngsters, mindless snacking on extremely processed foods has almost become a way of life. This paves the way for numerous lifestyle diseases including diabetes. Growing up with diabetes, I have had to be especially careful about what I eat and how it affects my health. The ethos underlying Meal of the Moment (MOM) products resonated perfectly with me, as the brand encourages healthy snacking. I hope this collaboration helps to bring the necessary awareness to India’s youth and encourages them to be more conscious about their nutrition,” said Kiara Powar.
Siddharth Agarwal, Head of Marketing & E-Commerce, MOM shared, “Kiara’s inclusion in this campaign is symbolic of our brand’s commitment to creating and popularising products for those who are in dire need of mindful, healthful food choices. Her educational and relatable content was perfectly aligned with our own approach, while her growing popularity with youngsters is a step towards helping us to reach out to Generation Next, and make a tangible difference.”
“When we were ideating this campaign, Kiara Powar was a natural choice. Her content is being well-received by her audience and she stands out to many as a role model, who is forging her career as India’s youngest sportscaster, even as she is emerging as a fierce diabetes educator. Her dynamic presence and mindful approach to content make her the right fit for this brand and our campaign. We are eagerly awaiting the audience’s response to seeing Kiara in this avatar,” further added Aditya Singh, Co-Founder of BackBenchers Digital.
Through this collaboration, Meal of the Moment aims to foster a healthier snacking culture among the youth, encouraging them to make informed dietary choices while enjoying convenient and delicious options.
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