MUMBAI: Nilon’s aimed to celebrate the birth anniversary of one of India’s greatest warriors and kings, Shri Chhatrapati Shivaji Maharaj. The objective was to create a culturally resonant campaign that not only paid tribute to the king but also showcased Nilon’s brand ethos.
Objective:
- To honour the legacy of Chhatrapati Shivaji Maharaj with an audacious and culturally impactful tribute.
- To reinforce Nilon’s brand positioning as a bold and innovative leader in the FMCG sector.
- To connect with the Marathi audience by highlighting the essence of Maharashtra through Nilon’s Assal Marathi Pickles.
Strategy: The campaign centered around creating a monumental 10,000 sq. ft. portrait of Chhatrapati Shivaji Maharaj using 51,000 bottles of Nilon’s Assal Marathi Pickles. The project was completed in just 5 days, with the bottles meticulously placed within 2 hours and 30 minutes. The campaign emphasized not just scale but the passion and precision of the execution, showcasing the boldness at the core of Nilon’s brand.
Impact:
- The company said that it achieved good media coverage and social media buzz, amplifying Nilon’s brand visibility.
- The campaign video garnered 1.5 million views, boosting digital engagement.
- Nilon’s social media followers increased by 5,000 in two days.
- Over 500 influencers reshared and tagged Nilon’s, expanding the campaign’s reach.
- Demonstrated Nilon’s operational excellence through rapid ideation and execution.
Challenges:
- Completing the conceptualization, planning, and execution within a tight 5-day deadline.
- Coordinating logistics and ensuring precision in the placement of 51,000 bottles in just 2 hours 30 minutes.
- Balancing the artistic vision with operational feasibility to achieve the desired impact.
Voices Behind the Campaign: Dipak Sanghavi, chairman, MD Nilon’s, said, “I am proud of this great team at Nilon’s who portray the boldness of our great leaders of the nation in thoughts and action.”
Aditya Pandya, Group Solutions Manager, Django, said, “This tribute is more than an artistic marvel—it’s a symbol of what’s possible when passion, pride, and purpose come together. In just five days, we turned an audacious idea into a breathtaking reality—one that reflects not just the scale of our ambition, but the depth of our respect for Shri Chhatrapati Shivaji Maharaj. Every bottle placed is a symbol of Marathi pride, and we are honored to bring this vision to life.”
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