PRAY TO LOSE

Bronze Spike
TitlePRAY TO LOSE
BrandNUTRALITE
Product / ServiceHEALTHIER TABLE SPREAD
CategoryA05. Branded Live Experience
EntrantDDB MUDRA GROUP Mumbai, INDIA
Entrant Company DDB MUDRA GROUP Mumbai, INDIA
Contributing Company DDB MUDRA GROUP Mumbai, INDIA

Credits

Name Company Position
Sonal Dabral DDB Mudra Group Chief Creative Officer
Aneil Deepak DDB Mudra Group Executive Director
Arpan Jain DDB Mudra Group Creative Director
Alvin Dsouza DDB Mudra Group Director Brand Communications
Samir Vithalani DDB Mudra Group Manager Brand Communications
shravan Mairale DDB Mudra Group Creative Group Head
Kieran Baptista DDB Mudra Group Art Director
chandan jadhav DDB Mudra Group Art Director
manish darji DDB Mudra Group Art Director
pashyn Sethna DDB Mudra Group Copywriter

The Campaign

Charlie Hebdo is proof that religious tolerance is a razor thin line. The line gets sliced in half in a culturally inflammable setting like India. And that space is strictly off limits for brands and agencies. Trespassing is fatal. Spiking conversations needs springboards that naturally lend themselves to a cause. Most such healthy moments were already occupied – New Year Resolutions, World Heart Day, Diabetes Day etc. Out-shouting the brands that owned that space was a costly affair. Mumbai is the capital city for celebrations. Starting with the Hindu festival of Janmashtami, Mumbai celebrates non-stop until New Year’s Eve. Celebrations hit a peak, during Ganesh Chaturthi. Ganesha is the only God that Mumbaikars call ‘so sweet’. Gods are revered, not loved. At least not when the God has an elephant head and large ears. People identify with him because he has a lot of human-like qualities. Like his love for food and a large paunch… Stop. Large paunch? Isn’t that obesity? Isn’t that a sign of bad things to come? But Ganesh is the icon of good things to come. What if… ? Especially when the line is so thin. Would Nutralite take that big a risk?

Results

To take on the largest table spread brand in the country, Nutralite wanted to spike up conversations on health, since it was the healthier alternative. But most healthy moments like New Year’s Day, World Heart Day were already occupied by other brands. We created an artificial spike during Ganesh Chaturthi, a Hindu festival celebrating Lord Ganesha. Ganesha, besides being the God of great beginnings, also sported a large paunch. Nutralite took the greatest risk ever taken by a brand, by towing the razor thin line of religious tolerance. And we created a pandal, a temporary temple, featuring Ganesha with six-pack abs! We commissioned one of Mumbai’s most sought after sculptors and custom-built a 6-pack Ganesh. We auditioned and found a priest with an 8-pack. We gave centuries-old Hindu rituals, a healthy twist. Devotees offered prayers standing on a weighing scale. They donated calories by running on a treadmill. The devotees also found a sacrificial box, where they could drop their bad habits. Health camps were organized, with dieticians in tow. Even the Modak, a sweet distributed as Ganesha’s blessing, was sugar free. The visarjan, the procession at the end of 11 days, featured more than 50 Zumba dancers, who pulled in curious onlookers and collectively donated over 95000 calories. Health Cha Shree Ganesh was featured in all the leading dailies, the top FM channels and over 17 TV channels as one of the must visit pandals in Mumbai. Nutralite earned media 42 times its paid media spends. Riding on culture, we appointed a celebrity no budgets could afford. We created India’s first mid-year health resolutions moment and completely owned it. Nutralite Health Cha Shree Ganesh will go down in history as the first brand-led temporary temple in India.

The six-pack Ganesha was surely unique. The spot where the devotees stand to offer prayers was decked with a weighing scale. Devotees ran on a treadmill and donated caloriesWe took a lunge forward by setting up a sacrificial box where one could drop their unhealthy habits. People dropped cigarettes, aerated drinks, packets of chips.We organized free health checkups, manned by dieticians and counselors.We replaced the 196 calories of soft grated coconut and jaggery with Sugarfree Modaks.Over 50 plus professional Zumba dancers with pedometers wrapped to their wrists invited the onlookers to participate. Over 95,000 calories were burnt in the procession.

1. Spike up conversations on health a. Nutralite Health Cha Shree Ganesh was featured in all the leading newspapers and all the leading FM Radio channels -The Times Of India, Hindustan Times, DNA, Business Standard, The Hindu, Janmabhoomi and Mid-day b. Health Cha Shree Ganesh was covered by over 17 TV channels c. Nutralite earned media 42 times its paid media spends 2. Position Nutralite as the healthiest table spread a. Riding on culture, we appointed a celebrity no budgets could afford. b. Health Cha Shree Ganesh will go down in history as the first brand-led temporary temple in India

To take on the largest table spread brand in the country, Nutralite wanted to spike up conversations on health, since it was the healthier alternative. We created an artificial spike during Ganesh Chaturthi, and appointed a celebrity no budgets could afford. We commissioned one of Mumbai’s most sought after sculptors and custom-built a 6-pack Ganesh. We auditioned and found a priest with an 8-pack. We gave centuries-old Hindu rituals, a healthy twist. Devotees offered prayers standing on a weighing scale. They donated calories by running on a treadmill. The devotees also found a sacrificial box, where they could drop their bad habits. Health camps were organized, with dieticians in tow. Even the Modak, a sweet distributed as Ganesha’s blessing, was sugar free. The visarjan, the procession at the end of 11 days, featured more than 50 Zumba dancers, who pulled in curious onlookers and collectively donated over 95000 calories.