French food giant Danone has launched a new digital campaign to promote its Smoothie range among the youth. With health and well-being at the core of the brand’s philosophy, Danone has rolled out a new rap for its chocolate flavoured drink – Choco Smoothie. The company has positioned it as a nutritious alternative to snacks and mini-meals, perfect for the youth who is always on-the-go, showing saying how this delicious drink is not just tasty but also healthy and filling.
The youth today is always on the move – there is college, exams, friends, relationships, among so many things to deal with. With such a buzzing lifestyle, Danone Choco Smoothie is positioned to fit right into the lives of the highly-charged youth. And now Danone India, with Indigo Consulting, has unveiled a catchy Hinglish rap to appeal to its consumers. The film has been released across digital channels.
Himanshu Bakshi, Marketing Head, Danone India, said, “‘Take a Chill-Fill’ tells a consumer that small problems are an everyday affair. So why not just stop stressing and take a ‘Chill-Fill’ with Danone smoothie?”
The rap has a matching quirky video, showing college-going youth choosing to Take a Chill-Fill instead of stressing over small problems that nothing can be done about.
Navin Kansal, National Creative Director, Indigo Consulting, said, "Danone Smoothie is a healthy, filling and an anytime consumption snack. The ‘Take a Chill Fill’ ditty is a light-hearted take on how this ‘snack’ can play a role in helping us take little things that blindside us in our day-to-day lives, in our stride. And at the same time be satiating as well.”
The brand, present in the nutrition and dairy segments in India, has a range of products in India. The Danone dairy range includes Milk, Curd, Yoghurt, Mishti Doi, Greek Yoghurt, Cold Coffee and Choco Smoothie.
Chief Executive Officer: Rajesh Ghatge
National Creative Director: Navin Kansal
National Head of Strategy: Devang Raiyani
Business Head: Sumitra Sarkar
Creative Director: Priyanka Gopal
Creative Team: Ralston D’souza, Priyanka Hodavedkar
Account Management: Sripratha Hariharan, Piyush Jain, Dhaval Kataria
Planning: Ramya Narayanan
Production House: Prodigious
Director: Mohit Israney
Producer: Andalib Patel