Consumers thought they knew almonds. But while almonds were widely recognized as a healthy snack, many were still unaware of the full range of benefits they offered as a superfood. The strategic challenge was to move almond communication beyond passive awareness and make people actively discover these benefits in a way that felt timely, engaging and culturally relevant.

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Cricket season gave us the perfect behaviour to build on. During live IPL matches, audiences were already alert, excited and constantly reacting to every big moment. Instead of interrupting their attention, we became part of it. This led to the creation of AlmondWin.com, a mobile-first AR game synced with live IPL matches. Users tapped virtual almonds, scored points, unlocked almond benefits and earned a chance to win match tickets.

The campaign worked because it connected three things naturally: India’s love for cricket, the thrill of live gameplay and the everyday relevance of almonds as a superfood. Every benefit unlocked became a reason to reconsider almonds. Every match became a new opportunity to engage.

 

By transforming almond education into an interactive cricket experience, AlmondWin.com created conversations around lesser-known almond benefits, drove participation through digital, influencer and regional communication, and made the brand’s superfood proposition more active, entertaining and culturally alive.

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