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Danone tells consumers ‘Only Good Gets In’

Launches series of TVCs featuring Karisma Kapoor, the new brand ambassador

BestMediaInfo Bureau | Delhi | May 10, 2013

Danone India has launched a series of TVCs for their product range in India. The TVCs will feature Bollywood celebrity Karisma Kapoor who has been signed on as the new brand ambassador.

Danone India has refreshed its marketing approach with “Only Good Gets In” creating a stronger emotional connect with its consumers. This strategy involved going back to the drawing board and reformulation of all the products. With its vast experience and expertise, all Danone products in India are now made with “Only Natural Ingredients” and no artificial colours, flavours or preservatives.

Speaking on the new campaign, Jochen Ebert, General Manager, Danone Food & Beverages India, said, “At Danone, our mission is to bring health through food to the largest number of people. With our new mantra ‘Only Good Gets In’, we’ve relaunched our brands with only natural ingredients. Our new 360 degree campaign will bring the new message across to our consumers. Karisma Kapoor, being a young mother and a successful working woman, embodies the essence of our brand ethos.”

With the relaunch of the brand, Danone has refreshed its product line, packaging and the positioning of the brand. The 360 degree campaign is designed to cater to all consumer touchpoints. The marketing campaign will involve ATL initiatives like TVCs, outdoor, cinema and extensive BTL initiatives like sampling across consumer touchpoints. This is one of the most elaborate campaigns till date in the Dairy category in India.

Danone in India has a presence in five major metros, namely, Mumbai, Pune, Bangalore, Hyderabad and most recently Delhi-NCR. With a new state of the art facility at Rai (Sonepat) Danone has entered the Delhi-NCR region as well. Danone plans to consolidate in these markets before expanding into newer markets.

Ebert elaborated on the strategy saying, “The core strategy was to tap into the growing trend of healthier and natural products finding place in consumption habits of the target audience. This was complimented by the consumer insight that there is a strong belief that packaged dahi contains additives and preservatives to make it last much longer compared to homemade dahi. Hence a campaign was designed to accentuate the ingredients story where the focus was to bring out the consumer experience of having a natural and healthy product.”

The Danone TVCs have been produced and directed by Shantanu Bagchi, Founder & Director, Illumination Productions. Speaking on the campaign, Bagchi said, “It was exciting to be part of such a huge global brand and we knew we have to live up to the international standards of Danone’s commercials. The idea was to focus on the natural ingredients and showcase the goodness of Danone’s range of products. One of the main challenges was that how all the films, though different in concept and approach, can have a unified feel of the Danone campaign.”

Karisma Kapoor, the new brand ambassador of Danone India, said, “I’ve known Danone over the years and have been a regular consumer of its product range. It’s exciting to be associated with a brand that emphasises on health and natural products. As the brand ambassador of Danone, I’m happy to be promoting products that are natural and refreshing.”

Danone’s product range includes Dahi, Low Fat Dahi, Flavoured Yoghurt (Strawberry, Vanilla & Mango), Lassi (Mango Flavoured, Sweetened & Masala Chaas) and UHT Milk (Toned and Slim).

The TVCs:

[youtube]http://www.youtube.com/watch?v=C2ZSpXg4zMA[/youtube]

[youtube]http://www.youtube.com/watch?v=guYHroQFOts[/youtube]

Info@BestMediaInfo.com

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