Activation Campaign
Awards black
Client Zydus Wellness Ltd.
Brand Nutralite
Agency DDB Mudra
The spreadable fat market in India is estimated to be around the $130 MN. Amul, leading brand in India has an 80% market share. Nutralite in contrast is the new kid on the block. The objective was to spike up conversations on health and position it as the healthier table spread. Most healthy moments were already occupied. Out-shouting the brands that owned that space was a costly affair hence the challenge.
Results Featured in- Leading FM channels; The Times Of India, Hindustan Times, DNA, Business Standard, The Hindu & Mid-day as one of the must visit pandals in Mumbai; Over 17 TV channels. Earned media 24 times its spends. Riding on culture, we appointed a celebrity no budgets could afford. India’s first mid-year health resolutions moment and First brand-led temporary temple. Has got a clear positioning – Health.
India’s first pandal built by a brand and the first Ganesha, with a 6-pack and a priest with a 8 pack. both the God & Godly so fit, hence the rest had to match up. So we gave all Hindu rituals were given a healthy twist – treadmills for donating calories, a sacrificial box to drop bad habits, health camps, sugarfree Modaks. A procession where Zumba dancers burnt 95000 calories our farewell gift to God.