Nutralite: HEALTH CHA SHREE GANESH

Credits & Description:

SUB CATEGORY : DIRECT AMBIENT: LARGE SCALE
COMPANY ENTERING : DDB MUDRA GROUP, MUMBAI
ENTRY TITLE : HEALTH CHA SHREE GANESH
BRAND : NUTRALITE
ADVERTISER : ZYDUS WELLNESS LTD.
ADVERTISING AGENCY : DDB MUDRA GROUP, MUMBAI
CHIEF CREATIVE OFFICER : ANEIL DEEPAK
EXECUTIVE CREATIVE DIRECTOR : ARPAN JAIN
CREATIVE DIRECTOR : SHRAVAN MAIRALE
COPYWRITER : ANKIT AKHAURI
ART DIRECTOR : CHANDAN JADHAV
AGENCY DESIGNER : MANSI SOLANKI
ACCOUNT DIRECTOR : ALVIN DSOUZA
ACCOUNT MANAGER : SAMIR VITHALANI
ACCOUNT EXECUTIVE : VIVEK BHANDARI
STRATEGIC PLANNING DIRECTOR : AMIT DUBEY
STRATEGIC PLANNING MANAGER : AMIT TULSAN
STRATEGIC PLANNER : SUNDER MAKHAN
AGENCY PRODUCER : RITU SAHAWNEY
CREATIVE CREDITS OTHER : NEETI NAYAK/AKANKSHA LINDA/ALISON VALLES
PRODUCTION COMPANY : DDB MUDRA GROUP, MUMBAI
DIRECTOR : SMITH MEHTA
EDITOR : SHILOV MANI
PHOTOGRAPHER : KIERAN BAPTISTA
RETOUCHER : KALPESH
ILLUSTRATOR : RAJ YEDRE
PRODUCTION CREDITS OTHER : MASOOD SHEIKH
SOUND PRODUCTION COMPANY : DDB MUDRA GROUP, MUMBAI
SOUND PRODUCTION CREDITS OTHER : OVEE SHAH
SPECIAL EFFECTS COMPANY : DDB MUDRA GROUP, MUMBAI
SPECIAL PRODUCTION CREDITS OTHER : DEEPAK CHATURVEDI
ENGLISH CONTEXT EXPLANATION : MUMBAI IS THE CAPITAL CITY FOR CELEBRATIONS. STARTING WITH THE HINDU FESTIVAL OF JANMASHTAMI, MUMBAI CELEBRATES NON-STOP UNTIL NEW YEAR’S EVE. CELEBRATIONS HIT A PEAK, DURING GANESH CHATURTHI. GANESHA IS THE ONLY GOD THAT MUMBAIKARS CALL ‘SO SWEET’. PEOPLE IDENTIFY WITH HIM BECAUSE HE HAS A LOT OF HUMAN-LIKE QUALITIES. LIKE HIS LOVE FOR FOOD AND A LARGE PAUNCH. PANDALS ARE TEMPORARY TEMPLES. COMMUNITIES COLLECT DONATIONS AND INSTALL GANESHA IDOLS HERE. EACH NEIGHBORHOOD HAS MULTIPLE PANDALS. IT’S ALSO A RITUAL TO VISIT VARIOUS PANDALS, DURING THE 11-DAY FESTIVAL.
THE BRIEF : THE SPREADABLE FAT MARKET IN INDIA IS ESTIMATED TO BE AROUND THE 130 MN USD. AMUL, THE LARGEST FOOD BRAND IN INDIA, HAS AN 80% MARKET SHARE. OUR BRAND, NUTRALITE, IN STARK CONTRAST, IS THE NEW KID ON THE BLOCK. TO TAKE ON THE LARGEST TABLE SPREAD BRAND IN THE COUNTRY, NUTRALITE WANTED TO SPIKE UP CONVERSATIONS ON HEALTH, AND POSITION ITSELF AS THE HEALTHIER TABLE SPREAD
THE STRATEGY : WE CREATED AN ARTIFICIAL SPIKE DURING GANESH CHATURTHI, A HINDU FESTIVAL CELEBRATING LORD GANESHA, WHO, BESIDES BEING THE GOD OF GREAT BEGINNINGS, ALSO SPORTED A LARGE PAUNCH. NUTRALITE TOOK THE GREATEST RISK EVER TAKEN BY A BRAND, BY TOWING THE RAZOR THIN LINE OF RELIGIOUS TOLERANCE. WE CREATED A PANDAL, A TEMPORARY TEMPLE, FEATURING GANESHA WITH 6-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(TRADITIONAL SWEETS), A PROCESSION WHERE ZUMBA DANCERS BURNT 95000 CALORIES.
THE RESULT : NUTRALITE HEALTH CHA SHREE GANESH WAS FEATURED IN THE TIMES OF INDIA, HINDUSTAN TIMES, DNA, BUSINESS STANDARD, THE HINDU, JANMABHOOMI AND MID-DAY AS ONE OF THE MUST-VISIT PANDALS IN MUMBAI. ALL THE LEADING FM CHANNELS FEATURED THE CAMPAIGN AND IT WAS COVERED BY OVER 17 TV CHANNELS. NUTRALITE EARNED MEDIA 24 TIMES ITS PAID MEDIA SPENDS. RIDING ON CULTURE, WE APPOINTED A CELEBRITY NO BUDGETS COULD AFFORD. WE CREATED INDIA’S FIRST MID-YEAR HEALTH RESOLUTIONS MOMENT AND COMPLETELY OWNED IT. NUTRALITE HEALTH CHA SHREE GANESH WILL GO DOWN IN HISTORY AS THE FIRST BRAND-LED TEMPORARY TEMPLE IN INDIA