We decided to turn millets into a cultural moment. The strategy was to combine education with engagement, and tradition with tech—positioning millets as a smart, sustainable choice for modern lifestyles. By tapping into gamification, digital collectibles, and grassroots advocacy, we aimed to make millets feel fresh, fun, and forward-thinking.
The Execution
We launched the “Millet Warrior” initiative to build a community of everyday champions for millets across India. To make millet cooking more accessible, we introduced the “Millets Masterchef Game”, a gamified platform where users could discover and experiment with millet-based recipes in an interactive format. And to create a sense of digital pride and participation, we partnered with India Post to unveil the Mission Millets Digital Collectible Stamp (NFT)—a one-of-a-kind digital asset that recognized and rewarded supporters of the millet movement.
