Stress, unhealthy eating, and a poor lifestyle are worrisome and can lead to potential health risks! In fact, today we do see a greater awareness of the need to follow a healthier diet and lifestyle. Numerous studies show that people are now very health conscious in their choice of food products. The high double-digit growth of the health snacks industry is a clear indication of this emerging trend. So it is only appropriate that at a time when consumers are increasingly health-conscious and discerning about choosing healthier products, EID Parry, renowned to be the pioneers of sugar making in India, recently rolled out a new TV campaign titled, Worry-less Sugar. The TVC aims to shine the spotlight on low GI sugar as the latest healthier sugar option for consumers and its role in supporting a healthier diet. Aptly titled, #worrylesssugar, the TVC focuses on the woman of the house who is perennially concerned about her husband’s health, his unhealthy food habits, his stress, and detrimental lifestyle – a potent source for many lifestyles diseases. It reveals that with the health benefits of the new Parry’s SweetCare low GI sugar, she can now take one worry about sugar intake off her mind. The TVC highlights the powerful benefits of the sugar that is fortified with the power of 7 herbal extracts like Fenugreek, Turmeric, Black Pepper, Pomegranate, Ginger, Amla, and Cinnamon that render it a low GI sugar which ensures a lower rise in blood sugar levels as compared to normal sugar, thus making it healthier in the long run.
Balaji Prakash, Sr. Vice President Sales, and Marketing at EID Parry Commenting on the TVC said, “With the launch of Parry’s Sweet Care Low GI sugar we are entering a critical phase in our journey as an innovative, consumer-focussed company, to offer our consumers truly innovative products that are healthy without compromising on essentials like the taste, organoleptic and other essential features. We seek to meet and help people where they are. A true win-win. Sweet Care can be a game-changer in the sugar category with its unique proposition of being a healthier low glycemic sugar. We believe we have a champion product that is natural, is clinically tested with superior health benefits, and without any harmful side effects. Our latest TVC focuses on the benefits of SweetCare as a low GI sugar and its long-term positive impact on consumers’ lives to alleviate in some way, their concerns and inability to address many detrimental dietary and lifestyle choices. This TVC highlights modern-day lifestyle issues in a light, slice-of-life manner. We are confident that this campaign will reach out to consumers and they will really value this new offering.”
In this exclusive chat with MediaNews4U, he talks about the benefits, the strategy to launch the product now, and the marketing initiatives…
The campaign ‘Worry-less Sugar’ the idea and strategy behind this campaign?
Modern man is plagued by stress, unhealthy eating habits, and poor lifestyle that are worrisome and which can lead to potential health risks. Consumers are not aware that poor diet and lifestyle is the primary non-genetic factor impacting glucose imbalance in the blood. And this has been the insight that consumers are living on the edge without realizing they are.
It’s a simple story with a concerned wife who has switched to sweet care Low GI sugar because her husband is nowhere near switching his lifestyle for a better one. We wanted to capture a genuine moment – a moment of concern and love between a couple that highlights the issue in a tone and manner which would get at the heart a little bit but not overtly.
Aptly titled, #worrylesssugar, our TVC aims to put the spotlight on Low GI sugar and its role in supporting a healthy lifestyle. The commercial urges them to adopt an early positive intervention in the form of switching to low GI sugar, so they can worry less about sugar intake and its impact on lifestyle.
Is this sugar beneficial for all age groups irrespective of any complications?
Yes SweetCare Low GI sugar is clinically tested to be beneficial and safe and can replace your regular sugar. SweetCare is made using first-grade sugarcane in state-of-the-art manufacturing facilities, using a sulfur-free process, and is absolutely safe to be consumed by all, across age groups. Moreover, it does not compromise the taste of normal sugar. It is fortified with the goodness of 7 natural herbal extracts that are also traditionally known to control the rise in blood glucose.
When you say healthy or organic, the consumer thinks it will be costlier, have you increased the price?
Sweet Care can be a game-changer in the sugar category with its unique low GI benefits and value proposition. Parry’s SweetCare Low GI Sugar has been attractively packaged and reasonably priced to make it easily accessible so it can be used by more people. It is available in a 500g pouch priced at Rs.60/- and also inconvenient 5gm sachets, priced at Rs. 50/- for a box of forty units.
What was the strategy in launching this product now?
Consumers are increasingly health-conscious and discerning about choosing healthier products. There is a renewed focus on maintaining superior health and strong immunity. SweetCare Low GI Sugar with its low GI properties significantly contributes to this. We believe the discerning consumer will welcome this product as it is a truly healthy, safe, and satisfying alternative. This follows the successful launch of Parry’s Amrit Brown Sugar earlier and a more recent introduction of Parry’s AmritJaggery Powder. We hope to serve our consumers better by further strengthening this range of healthier offerings.
Marketing plans? Will it be across all markets?
We have initially launched this product in Tamil Nadu and Karnataka retail markets. We expect to roll this out across our entire retail market and e-commerce platforms soon.
Will you concentrate more on digital for this campaign?
Yes, there is a higher focus on digital given the discerning and knowledgeable TG we hope to serve. So Digital is an integral part of our communication strategy. We have a robust strategy in place for the digital medium across social media platforms like YouTube, Facebook, and Instagram apart from advertising in-App and OTT platforms albeit in a targeted way. We have a very focused, content-based strategy curated for our TG across various digital platforms.