Britannia NutriChoice Digestive wants you to ‘feel the power of a good choice’
Health is tough, health is hard work, health is lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. The inherent belief that leading a healthier life will mean waking up early, running a lot, eating very little of what you love leads one to not even take that first step towards health. In their new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the results might show up late, the feeling of instant gratification is immediate.
The TVC shows a slightly unfit 35 year old man who decides to start his health journey at a supermarket store, where the protagonist while browsing through the snacks aisle, chances upon NutriChoice Digestive. We see the protagonist the next morning at a park where he is clearly struggling to start on his health journey, unable to perform various exercises. But even as he struggles, he realizes that he feels great to have started something healthy. The film ends with him choosing to have a Britannia NutriChoice Digestive instead of a donut, further reinforcing the ‘great feeling’ he experiences in continuing to make the good choices in life.
The idea of the campaign stemmed from the insight that people do not have the motivation to start making healthy choices because they think the results will take a lot of time. Contrary to this belief, the gratification of feeling good when you start is instant. The campaign is targeted towards individuals in their late twenties and early thirties, who are contemplating taking their first step on the journey to health.
Watch the TVC here.
The objective of the campaign is to get people to make a healthy start in their life by demonstrating the power of a good choice. The campaign brings alive that moment when you realize that making a healthy choice makes you start feeling good instantly, even before you see the results.
On the launch of the campaign, Ali Harris Shere, Vice-President, Marketing had this to say, “Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and Nutrichoice Digestive is the perfect choice of snack to start your health journey with”.
Lowe Lintas spokesperson said, “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification. Even though the tangible results of his efforts are months, maybe years away. We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”
Creative Agency: Lowe Lintas, Bangalore
Chairman & Chief Creative Officer: Arun Iyer
Executive Director: Rajesh Ramaswamy
Creative: Arun Iyer, Rajesh Ramaswamy, Lohith Chengappa, Rimona Ganapathy, GauthamSeran, Sukumaran N and Sunit Jacob.
Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi and Antara Krishnamurthy
Planning: Subramanyeswar S, Kunal Joshi, Ajay Ravindran
Production house: Green Grass Films
Director: Anaam Mishra