Nilon’s India Private Limited is India’s fastest growing processed foods company with an extensive range of quality products. This assurance is encapsulated by the brand slogan ‘Nilon’s Hai Toh Achcha Hai’. For us at Nilon’s, the brand slogan is more than just an affirmation- it is an indication of consistent quality and superior ingredients in everything we produce and deliver to our customers’ lives.
Nilon’s recently released the first achaari rap anthem of India. The #AchaarWithVichaar rap anthem features some of India’s most loved content creators and the biggest fans of Nilon’s, who participated in a lip-sync battle to make their way into the title track video.
Nilon’s reminds us of the simpler times, when spicy, tangy, desi additions were the soul of home cooked food. Bringing this sense of nostalgia with a masaledaar punch of newness and fun, the #AchaarWithVichaar rap anthem aims to appeal to the millennials of the nation by speaking to them in their language.
The exciting battle saw participation from digital users across the country, driven by the most popular content creators of India. The final video featured hundreds of participants in all their swag and was viewed by over 13 million people of the country. The #AchaarWithVichaar campaign further reached over 34 million people and engaged with more than 6 million people across social platforms. The Rap Anthem was created by M&C Saatchi February.
Rajheev Aggarwal, Director & CEO, Nilon’s, speaks to us on this idea and wanting to connect with the young millennials.
As the oldest brand in this category what do you think of the call given by the PM on Being Vocal for Local?
We have taken the call by Honourable PM very seriously and invested in increasing our capacities to give strong impetus to VOCAL FOR LOCAL.
What was the thought process behind this Rap?
Through this Rap, we wanted to connect more strongly with the younger generation of the country and make them more aware of the scientific reasons to become part of our thousands of years old Indian Food Wisdom to make pickles part of their every meal. Pickles help to keep our digestion Power (JATHARAGNI) in a good state and hence help us absorb more nutrients from the food and thus keep our immunity high.
The interplay of good lactic acid from fruits and vegetables, beneficial spices and some oil with salt makes it a storehouse of Vitamins, minerals and probiotics. Very few of us are aware of this. New age dieticians and Nutritionists like the famous Ms. Rujuta Diwekar advocate eating pickles very strongly due to its health benefits.
What was the ideation by the agency?
Achaar has been a part of India’s pulse since years before and for years to come. Through the entire campaign, the agency wanted to remind the millennial generation once again of the humble achaar sitting in their households, while building masaledaar conversations around it. It was time to remind these young adults of versatility as well as the health benefits of the condiment and make it a part of their everyday lifestyle and conversations. This came alive with the campaign name- Achaar with Vichaar, a campaign where tangy talks happen over your favourite Nilon’s Achaar.
Is the rap available only on Digital or you are planning a larger marketing campaign now?
Since the bulk of our target audience for this campaign is found over digital channels, currently this rap is available on our social media handles as well as YouTube. We are grateful of the viewership that this rap is receiving with every passing day. Currently there are no plans to take it offline but as the love increases, who knows! You will have to stay tuned for that.
Rap Anthem Links –
FB:
https://www.facebook.com/Nilonsfoods/videos/3199451576802328/
IG:
https://www.instagram.com/p/CC0hatzlfXl/?igshid=1apqjw0opn933
YT:
