| Design for Good | ||||
| Client | Zydus Wellness Ltd. | |||
| Brand | Nutralite | |||
| Agency | DDB MudraGroup | |||
| Brief | Morbid obesity affects 5% of India’s population. Nutralite, the new entrant in the 130 M USD table spread market in India approached us with the following ambitions for Mumbai:1. Spike up health conversations 2. Position Nutralite as the healthier table spreadOutshouting the brands that already owned most of the ‘healthy’ moments was out of the question, in a prohibitively costly market. |
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| Impact |
Health Cha Shree Ganesh was featured in all the leading dailies, the top FM channels and over 17 TV channels as one of the must visit pandals(temporary temple) in Mumbai. Nutralite earned media 42 times its paid media spends. Riding on culture, we appointed a celebrity no budgets could afford | |||
| Solution |
During Ganesh Chaturthi, Nutralite took the greatest risk ever take by a brand and created a pandal, a temporary temple, featuring Ganesha with six-pack abs! All Hindu rituals were given a healthy twist – A priest with an 8-pack, treadmills for donating calories, a sacrificial box to drop bad habits, health camps, sugarfree Modaks, and a procession where Zumba dancers burnt over 100000 calories. |
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