Fitness is the new buzzword. While one may not be able to follow a strict exercise regime, keeping healthy things in the kitchen is a now a must. ITC’s new advertising campaign promoting the new flavour of its B Natural brand of juices -- pomegranate -- features Shilpa Shetty, a fitness idol for many people.
Through the campaign, ITC wants to bust the myth that all fruit juices are equal. The commercial, conceptualised and executed by Grey Group India, brings the viewers face-to-face with this uncomfortable truth and challenges the consumer’s longstanding notion that every juice they pick up is pure.
Sanjay Singal, Chief Operating Officer, Dairy and Beverages, ITC Limited, said, “Team Grey has really addressed the challenge of communicating a product story in a refreshing and engaging manner using the yoga concept and leveraging our new brand ambassador.”
The film opens with Shetty’s yoga class where, halfway through the class, she surprises her students with an unexpected twist -- making juice while doing yoga. And as if that shock isn’t big enough, she goes on to demonstrate how fruit juice is heated and served to people, claiming it to be healthy.
Gautam Bhasin, Senior Creative Director, Grey Group Bangalore, said, “The creative challenge was to deliver a strong message about other juices containing concentrate in an entertaining and effective way without losing its core essence. Having Shilpa Shetty adds a twist to how we know yoga became the answer.”
Vishal Ahluwalia, Vice-President, Grey group Bangalore, said, “The task for Grey was dual -- launch B Natural 100 per cent pomegranate juice and bust the myth around juices with concentrate. The common category belief is that all juices are made from fruit pulp. While we were disrupting the category, the execution also had to be disruptive and visually delightful for the consumers to take notice. The campaign is surely going to make us think on how we perceive and receive juices and hopefully resolve the conflict by sipping onto a new pack of B Natural 100 per cent pomegranate juice!”
ITC Team: Sanjay Singal, Chief Operating Officer, Dairy and Beverages, ITC Limited; Sandeep Shivaram Upadhyaya, Head of Marketing, Dairy and Beverages; Ayan Chaudhuri, Brand Manager; Bala Meenakshi, Assistant Brand manager; Mohammed Shahbaaz, Assistant Brand manager.
Agency: Grey group, Bangalore
Creative: Sandipan Bhattacharyya, Gautam Bhasin, Loreto Basumatary, Amit Anand Singh
Account Management: Vishal Ahluwalia, Tulika Shekhar
Planning: Arun Raman, Barsha Chakraborty
Films Team (Grey Works): Samir Chadha, Sharad Shinde
Production House: Future East Productions
Director: Ashim Ahluwalia
Producer: Priyanka Bangia