Raw Pressery, a home-grown brand that started with cold-pressed juices, has now introduced dairy-free almond milk to its portfolio of ‘honestly healthy beverages’.
Raw has launched an ad film encapsulating the emerging health-conscious Indian consumer, who leads an active lifestyle. It showcases things that today’s millennials consider as ‘part of an active lifestyle’ such as calisthenics, battle rope workout, swimming, yoga, running and cycling.
The brand decided to go with ‘real people’ in its film. The film includes athletes and even national level champions from various fields and walks of life. For instance, the swimming pool shot is performed by Ridhi Sampath, who is a 100M freestyle swimmer from Bhopal. She shares her experience, “Doing what I do on a daily basis, but this time in front of the camera was a challenge, however it was an amazing feeling and a lovely experience overall.”
Similarly, national level calisthenics champion, Aslam Shah does an interesting flagpole hold perpendicular to the ground at ease in the ad. Eshaan Sharma, a professional cyclist, felt good that through this ad film he got to build awareness about cycling. Celebrity chef, Harsh Dixit makes a delicious and nutritious smoothie bowl but the almond milk, an easy recipe for homes. The purpose of the ad is to motivate people to lead an active lifestyle and make better food choices.
Almond Milk, unlike regular milk comes from the earth. It’s low in calories and high in calcium which gives stronger bones and boosts brain power. Raw Pressery’s Almond Milk is made from almonds sourced from California, USA, contains no preservatives, is 100% lactose-free.
The film also features brand investor, fitness enthusiast and actor, Jacqueline Fernandez in a split position, something that she does as part of her everyday stretching. An enthusiastic follower of yoga herself as shown in the ad, she loves the almond milk in her morning coffee and smoothie bowls.
Speaking about the core idea and concept of the film, Anuj Rakyan, Founder and CEO, said, “Our community and partnerships have always been in a raw and authentic form, the sole reason why we chose our local heroes who’ve been an inspiration to us for our ad film. They’re active, on-the-go and relatable. The ad, just like the people in the film, gets you high on health and makes you want to move!”
Raw Pressery’s almond milk comes in five flavours — Mango (new), Dates (new), Cacao, Coffee, and Unsweetened.
Established in 2013, RAW Pressery pioneered cold-pressed juices in India available across 13 cities in over 2000 points-of sale. Cold-pressed juices are never heated or pasteurised, which makes them a healthier option than regular or home-made juice. Each juice is crafted by a panel of nutritionists and sensory evaluation experts to cater to benefits such as weight management, metabolism, immunity etc.