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Saffola, WATConsult launch audio driven digital initiative ‘Beat the Crave’

Conceptualised and designed by WATConsult, the campaign aims to help consumers adapt a healthy lifestyle. The agency created a digital buddy which helps distract people from unhealthy food cravings in a fun way

WATConsult, the digital and social media agency from Dentsu Aegis Network and Marico’s Saffola, launched a new campaign for its newly introduced offering, Saffola Active Slimming Nutri-Shake, titled ‘Beat The Crave’. The campaign is a first-ever audio driven digital initiative that aims to distract the audience from unhealthy food cravings.

The campaign undertakes an array of social media activities along with a microsite ( that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan. The microsite will have multiple audio skits; also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.

Rajiv Dingra

Rajiv Dingra, Founder and CEO, WATConsult, said, "Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of 'craving’. But if you can distract your mind for around three minutes, you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you Beat the Crave."

Sanjay Mishra, Chief Operating Officer, Marico Limited, said, "In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming. So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options.”


The campaign also features several personalities from different walks of life who have been roped in to join the ‘Beat the Crave’ way. Healthy alternative recipes are also on offer to beat those cravings.

The Video:



Client: Saffola Active Slimming Nutri-shake

Brand Team: Vinay Shrivatsav, Darayus Mehta, Sarosh Dutta

AVP, Creative Strategy: Sahil Siddiqui

Creative Strategist: Milind Gonsalves

Script Writers: Milind Gonsalves, Raj Vaishnav, Shoubik Roy, Sahil Siddiqui, Niraj Jain

Senior Account Manager: Daniel David

Lead Account Manager: Niraj Jain

Account Manager: Aditya Varma

Sr.Digital Media Executive: Raj Vaishnav

Digital Media Executive: Zeel Savla

VO: Aaron, Arshiya, Sahil Siddiqui

Sound Design: Dev RK

Website Development: Sanjay Vishwakarma, Bhavesh Shahdadpuri

Graphic Design: Rohan More

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