Nirlep goes viral with 'Yes, we can'

While a massive print campaign is in progress, a viral campaign has been developed by Curry Nation

BestMediaInfo Bureau | Delhi | January 23, 2014

Click on the image to watch the TVC.

India is known for its varied culture and Indians for their love for food. Yes, Indians love to eat. Every place is earmarked based on the special dish the place serves. It's a given fact that Indians can resist anything – but not good food. It is this insight that brand Nirlep tries to leverage in its communication with the 'Khaate peete desh ka rakhwala' positioning.

Of late, however, burgeoning waist lines and the resultant health consciousness is forcing Indians to go slow on their eating. But when food is cooked in Nirlep cookware, there is no cause for worry – because Nirlep is non-stick, consumes less oil and the output is therefore much safer.

While a massive print campaign is in progress, a viral campaign has been developed by Curry Nation. Given the election fervour currently gripping the public, it was tactically decided to use that as the theme. 'Yes, we can' is a line that resonates with everybody. The viral propagates how healthy eating is now possible thanks to Nirlep non-stick cookware in a tongue in cheek manner.

“The best part about a viral video is that it gives you a lot of space to play around. Interesting characters, situations can be explored. Using the slogan of 'Yes, We Can' with food was both entertaining as well as informative,” said Priti Nair, Director, Curry Nation.

“When we thought of doing a viral, we wanted to go beyond doing a Santa-Banta joke or imitating a famous Bollywood sequence with a funny twist. A strong brand connect was crucial and I think it has come out quite well,” said Sanjay Shindgikar, General Manager, Corporate Communications, Nirlep.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Info@BestMediaInfo.com

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