Britannia NutriChoice has launched its first digital-only activation ‘7Days7Choices’ that aims to extend the new TV communication campaign ‘Power of a Good Choice’ to the digital medium and inspire people to start making good choices every day.
The insight behind it is that when we undertake something healthy, although the results may take time, the feeling of satisfaction on having started something healthy is immediate. The brand has extended this thought on digital by creating a series of videos.
The videos showcase a series of situations that portray our popular misconceptions about living healthy. Most people expect any good or healthy choice to be filled with hard work and no joy. However, the videos challenge this misconception by showing the heady feeling of satisfaction that one experiences when one starts something healthy. Through a series of these ‘Expectation Vs Reality’ videos, NutriChoice aims to inspire people to start making healthy choices.
Britannia NutriChoice believes that starting with a good choice, however small, helps you lead a healthier life. The digital activation also extends this same belief by motivating people to make one good choice every day for only seven days, by way of #7Days7Choices challenge. The belief is that once we make a good choice for a period of seven days, it automatically becomes a part of our life, owing to the great feeling one experiences.
Britannia NutriChoice has released a total of four different situations and a longer format video that encompasses all four situations together.
Ali Harris Shere, VP, Marketing, Britannia Industries Ltd. said, “Britannia NutriChoice as a brand has always propagated making healthier choices. With this digital campaign, the brand is making a clear shift to a purpose-led communication. The intent is to inspire people to start on their health journeys with the promise of feeling good immediately. That feeling and the subsequent motivation to push oneself forward is a strong insight that will resonate greatly with our consumers.”
Priya Shivakumar, Vice-President and Executive Creative Director, JWT, said, “In a digital marketplace cluttered with content on healthy living, we had to take our proposition of starting good choices and make people want to engage with it. We asked ourselves what keeps people from starting good choices. The answer’s simple, they’ve made up their mind that making a good choice is difficult. So, what we needed to do is remind them of the great feeling that can override any hardship while making a good choice. We decided to take on the internet’s favourite ‘Expectation vs Reality’ videos and give it a fun twist – instead of showing banal and drab realities like the videos in that format, we did exactly the opposite. Our video shows people with the ‘Expectation’ of encountering a hardship while doing something healthy, and then juxtaposes that with the ‘Reality’ or a great feeling induced by the same healthy activity!”
Creative Agency: J Walter Thompson Bangalore
Chairman & Chief Creative Officer: Senthil Kumar
Executive Creative Director: Priya Shivakumar
Creative Team: Saagarika Shenoy, Pradeep Ravindran, Ashwin Lingan
Client Servicing team: Tiraz Balaporia, Kirti Verma, Saira Riyaz, Anand Madhan
Production house: Do Creative Labs
Director: Sahith Anand
Music Director: Raka Ashok