The objective was to highlight the convenience aspect of the product while positioning it as the most contemporary product in the ready-to-eat segment. But, the challenge was to change consumer mindset that masala made from fresh vegetables at home is most hygienic. Hence, we thought of educating consumers, especially working house wives highlighting the convenience and hygiene aspect. Emphasis was given where product was taken from shelves to consumers. The activation took place in Kolkata and around 1 lac packets were sold through 15 outlets in 8 weekends.