Mumbai: Meal of the Moment (MOM), a brand specializing in reimagining familiar foods in convenient formats, announced its latest campaign executed by marketing agency BackBenchers Digital. The brand has collaborated with Kiara Powar, India’s youngest sportscaster and ‘voice of diabetes’, to raise awareness about healthy snacking among teens and young adults.
This collaboration highlights Kiara’s influence among young audiences and diabetics, prompting BackBenchers to enlist her for the campaign. As a type one diabetic diagnosed at two, Kiara understands the role of nutrition in managing her condition. She advocates for mindful lifestyle choices to prevent lifestyle diseases and educates 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 MOM's head of marketing & e-commerce Siddharth Agarwal.
“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 BackBenchers Digital co-founder Aditya Singh.
