This was the first project in which I conceptualized, ideated, wrote, and art-directed the entire advertisement. MTR’s objective was to grow the category by attracting new consumers to the Badam (almond) drink mix segment.
Drawing from the insight that children often resist drinking milk and invent creative excuses to avoid it, I developed a script that spoke directly to kids and reframed their perception of the drink. By winning over children, the campaign empowered them to influence their parents’ purchase decisions. Upon launch, MTR Badam Mix exceeded sales projections.
