ITC's B Natural makes a celebration out of taste

The TVC, conceptualised by Grey Group India, is being aired across all popular south and selective northern channels and has a strong regional presence

BestMediaInfo Bureau | Delhi | May 8, 2015

Click on the image to watch the TVC.

ITC has forayed into the juice category with the launch of its brand, B Natural. The category is dominated by two key players – Real and Tropicana, which are positioned on the health platform. For Grey Group India, which has conceptualised the campaign for B Natural, the starting point was very clear – never ask consumers to compromise on taste to achieve health.

The consumer insight was that we Indians have never precluded taste or enjoyment from our pursuit of good health. Our meals are multi-sensory; rich in taste, texture, colours and aromas. The agency decided that this code of taste that is so crucial to the Indian consumer will form the foundation of the brand messaging.

The amalgamation of this insight and product gave birth to the idea of B Natural – A celebration of taste. The enjoyment of great taste is such an innocent and spontaneous joy that no matter how hard one tries to hide it, it is bound to show.

The B Natural TVC is being aired across all popular south and selective northern channels and has a strong regional presence.

Malvika Mehra

Malvika Mehra, Executive Vice-President and National Creative Director, Grey Group India, elaborated, “Anything coming out from the ITC Foods' stable is usually the undisputed leader in taste in its category. That's the great heritage of this brand. So, when it came to launching their juice brand 'B Natural', it was almost instinctive for us to do an out and out taste story. And in keeping with our Indian ethos of 'jashn', we decided to make a celebration of it.”

The TVC, titled 'Sangram Singh', introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. We see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.

Ram Jayaraman

Ram Jayaraman, Associate Vice-President & Creative Head, Grey Bangalore, added here, “To launch a range of fruit juices/ beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many 'blank expression' archetypes on the premise of 'Can't hide the Taste', and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”

The communication anchors this offering of the best tasting juice. The brand promise is signed off with “can't hide the taste”.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Company: ITC Foods

Brand: B Natural

Creative agency: Grey

Creative team: Malvika Mehra, Ram Jayaraman, Nikhil Narayanan

Servicing team: Harikrishnan C, Amarendra Singh, Puja Kauntia, Chaitali Das, Meeta Chabaria

Planning team: Dheeraj Sinha, Ajay Ravindran

Films Department: Samir Chadha, Sharad Shinde

Production House: Pushpendra Mishra, Madhulika, Pooja

Info@BestMediaInfo.com

Info@BestMediaInfo.com