Too Yumm!
Largest Oil Lamp
The Results
- Impressions
- 14 million reach online
- Engagement
- 11,000 online interactions through social media platforms
- Press coverage
- Total value of 78.8 Million INR
- Reach
- 40 million total read
The Brief
Indian snack brand Too Yumm! aimed to highlight the benefits of baked snacks with a #SayNoToFriedSnacks campaign. The key message to be derived from this activity was #SayNoToFriedSnacks, ‘Oil is meant for diyas (oil lamps), and not for snacks'. The initiative was set to spread the message of good health and encourage consumers to pledge against fried snacks, strategically planned around Kumbh Mela 2019.
The Solution
Too Yumm! were able to integrate the message of good health with the largest oil lamp, standing at 476.5mm in height, and 2390.6mm in diameter andvolume of 868.63L (191.07 UK Gal; 229.47 US Gal.)It weighed 215.9kg, making it the first ever GUINNESS WORLD RECORDS® title to be attempted at this festival. Encouraging the participants to take the pledge against fried snacks on their website, Too Yumm! had a total of 3,50,000 pledges on-ground and online. The overall participation from on ground activation was around 14,000.
Too Yumm! utilised our Size-Based format, with an Official Adjudicator and Creative Record Consultancy Service.
We needed a reputable platform to sustain this message and reach out to a wider audience with a larger than life messaging; therefore, we decided to co-ordinate a GUINNESS WORLD RECORDS attempt. We recognised that Guinness World Records in India is recognised as an advocate of authenticity & reliability. We decided to leverage this trust and reliability to further enhance our communication.