Almost every Sri Lankan can relate to the ‘Batter Licking’ scenario in the cake baking process. The Batter Kata campaign was derived from a strong insight on the ‘Batter Kata’ TVC, the human behaviour in relation to eating cake batter. We created 04 Characters based on HOW different people eat Cake Batter. These ‘Batter Profiles’ namely, Batter Chef, Batter Hora, Batter Assistant and Batter Addict, represent specific human behaviour unique to each of them. Fans were able to connect with based on their personal experiences, making the campaign successful