The Brief

We created an artificial spike during Ganesh Chaturthi. Ganesha, besides being the God of great beginnings, also sported a large paunch. People identify with him because he has a lot of human-like qualities. Like his love for food and a large paunch… Health Cha Shree Ganesh was India’s first Ganesha, behold, with six-pack abs!! The spot where the devotees stand to offer prayers was decked with a weighing scale. Devotees ran on a treadmill and donated calories. We 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.

Creative Execution

We created an artificial spike in Mumbai during Ganesh Chaturthi, for 11 days 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. Nutralite earned media 42 times its paid media spends.

Describe the creative solution to the brief/objective.

The spreadable fat market in India is estimated to be around the 130 mn USD. Amul, the largest food brand in India, with 80% market share. Nutralite, in stark contrast, is the new kid on the block. To take on the largest table spread brand in the country, Nutralite wanted to spike up conversations on health. But most healthy moments like World Heart Day,etc. were already occupied by other brands. Nutralite took the greatest risk ever taken by a brand, by towing the thin line of religious tolerance by giving six pack abs to the God with a large paunch.

Results

The results dwarfed Nutralite’s ambitions for Mumbai. 1. Spike up conversations on health a. Nutralite Health Cha Shree Ganesh was featured in all the leading newspapers -The Times Of India, Hindustan Times, DNA, Business Standard,etc.- as one of the must visit pandals in Mumbai b. All the leading FM Radio channels featured Nutralite Health Cha Shree Ganesh c. Health Cha Shree Ganesh was covered by over 17 TV channels d. 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. We created India’s first mid-year health resolutions moment and completely owned it c. Nutralite Health Cha Shree Ganesh will go down in history as the first brand-led temporary temple in India Health Cha Shree Ganesh is set to become an annual affair, and will only go bigger by the year.