Tropicana, the juice brand, launched a new campaign ‘My Health My Way’, celebrating the evolving relationship of millennials with their health. In line with this thought, the brand has brought on board Bollywood actor Katrina Kaif as its first ever brand ambassador in India.
Tropicana juices and juice beverages are made of fruits sourced mainly from Indian farms and packaged in India using state-of-the-art technology to deliver a wide range of convenient, healthy products to consumers. Tropicana’s new ‘My Health My Way’ campaign features Katrina Kaif and celebrates today’s time-pressed youth who seek and adopt various health hacks to suit their individual lifestyles. The new TVC for Tropicana ‘My Health My Way’ will be amplified through a strategic 360-degree marketing plan.
Conceptualised by creative agency J. Walter Thomson (JWT), the TVC features a series of health-hacks from today’s fast-paced millennials, reflecting their ‘My Health My Way’ lifestyle. The film shows Katrina making time for her morning run even before the sun rises, a young professional effortlessly cycling at her desk while working, a young woman using her grocery bags for weight-lifting, a boy walking his energetic dog and a young man doing push-ups with his sister sitting on his back. Each of them finds their own way to adopt fitness, and Tropicana offers them a convenient format to add nutrition to their routine.
Vineet Sharma, Brand Manager, Tropicana, said, “We are happy to have the young and dynamic Katrina Kaif as the face of Tropicana. Given her zeal for fitness despite a very demanding work schedule, she is a great fit for our new ‘My Health My Way’ campaign. The new campaign will surely resonate with youth in the country to address nutritional gaps in urban consumers’ diet. We will also work with Katrina to create awareness about our hero product, Tropicana Essentials Iron, which helps bridge the gap in iron intake given that iron deficiency is a prevalent issue in India.”
Speaking about the association, Katrina Kaif said, “As an actress, I completely understand how choc-a-bloc a day can get, but I believe more and more young people are realising how important it is to pay attention to health. ‘My Health, My Way’ is the reality of our lives today and this is why I have partnered with Tropicana for this new campaign. With the kind of busy lives that young people lead, I honestly believe that we have to find what works for us.”
Katrina Kaif will also be the face of Tropicana Essentials Iron, a hero product in the Tropicana Essentials range of functional juice blends designed to address nutritional gaps in urban lifestyles. She will be the face of the campaign to increase awareness about this unique product that is designed to help bridge the gap in iron intake among consumers who suffer from iron deficiency.
Sumati Singh, Executive Creative Director, JWT, said, “Through the TVC we aim to connect with a young audience who are often seen incorporating healthy hacks in their lives versus adopting a rigorous fitness regime. The campaign showcases Tropicana as an easy convenient way for millennials to include nutrition in their day-to-day lives.”
This year, Tropicana takes on a robust strategy to scale up the brand in India, by offering a wide portfolio of relevant products, a redefined distribution strategy and a refreshed brand proposition.
Creative Agency: J. Walter Thompson
Creative: Sumati Singh, Amitav Misra, Reshna Banerjee, Rinku Singh
Production House: 10Films
Producer: Shouvik Basu