Meal of the Moment (MOM), a homegrown brand that specialises in reimagining familiar foods and snacks in innovative, convenience-first formats, has recently announced its latest campaign helmed by disruptive marketing agency, BackBenchers Digital. To this end, the brand has collaborated with Kiara Powar, India’s youngest sportscaster and the ‘voice of diabetes’, in a bid to spread awareness about healthy snacking, especially among teens and young adults.
This association acknowledges Kiara’s growing influence among young audiences, as well as diabetics and their parents, which led BackBenchers to enlist Kiara for this campaign. As a Type 1 diabetic, who was diagnosed at the age of 2, Kiara is no stranger to the importance of nutrition in managing her condition. She has been a vocal advocate of how mindful lifestyle choices can play an important role in the prevention of lifestyle diseases as well as in effective diabetes management and makes efforts to educate her audience about healthful alternatives.
Speaking about her participation in the campaign, Kiara said: “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.”
“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,” said Siddharth Agarwal, Head of Marketing & E-Commerce at MOM.
“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,” said Aditya Singh, Co-Founder of BackBenchers Digital.