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Danone’s Smoothie tells youngsters to ‘Take a Chill-Fill’ in its new digital spot

The campaign created by Indigo Consulting is packaged around a rap song to promote Choco Smoothie as a new-age stress buster that is tasty, healthy and filling

Click on the Image to watch the TVC.

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

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

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.

The TVC:


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


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