Grey India has launched a campaign for ITC brand B Natural in which a stoic, emotionless palace guard is inspired to smile for the first time after tasting the juice drink.
The campaign was based on the insight that Indians do not like to precluded taste or enjoyment from their pursuit of healthier drinks.
Dheeraj Sinha, chief strategy officer for Grey South and Southeast Asia, said: “The packaged juice market in India has a long way to go and that’s a big opportunity for us. Our juice culture is driven by taste as is apparent in the various mixes and masalas that the stall juice centres use. Unlike the western juice culture where juice is an intrinsic part of the health code, juices in India have to first score on taste. Health is obviously a benefit owing to their association with fruits. This campaign presents B Natural as the tastiest juice brand.”
Credits:
Creative
•Malvika Mehra
•Ram Jayaraman
•Nikhil Narayanan
Servicing
•Harikrishnan C
•Amarendra Singh
•Puja Kauntia
•Chaitali Das
•Meeta Chabaria
Planning
•Dheeraj Sinha
•Ajay Ravindran
Films Department
•Samir Chadha
•Sharad Shinde
Production House
•Pushpendra Mishra
•Madhulika
•Pooja
