|Title||PRAY TO LOSE|
|Product / Service||HEALTHIER TABLE SPREAD|
|Category||A02. Use of Live Shows/Concerts/Festivals|
|Entrant||DDB MUDRA GROUP Mumbai, INDIA|
|Entrant Company||DDB MUDRA GROUP Mumbai, INDIA|
|Advertising Agency||DDB MUDRA GROUP Mumbai, INDIA|
|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|
|pashyn Sethna||DDB Mudra Group||Copywriter|
|manish darji||DDB Mudra Group||Art Director|
Presenting Nutralite's Pray to Lose. India’s first pandal built by a brand.India’s first Ganesha, behold, with a 6-pack! The first temporary temple(pandal) where both the God & Godly(priest) were fit doning 6 & 8 packs respectively.But to promote our message of health we pushed the envelope by giving a lot of Hindu rituals, a healthy twist. The spot where the devotees stand, to offer prayers, was decked with a weighing scale. The weight reminded them to pray for good health. Treadmills for donating calories, a sacrificial box to drop bad habits(People dropped cigarettes, aerated drinks, and packets of chips and in some cases, Amul butter!), health camps. Sugarfree Modaks (sweet dumplings), a procession where Zumba dancers burnt 100000 calories
The spreadable fat market in India is estimated around $130 million and is dominated by Amul at 80%. Nutralite, in stark contrast, is the new kid on the block. What it lacks in size, it makes up with chutzpah. Nutralite’s ambitions were clear-Spike up conversations in their biggest market Mumbai and position themselves as the healthier table spread. But most springboards that naturally lend themselves to this cause were already occupied and outshouting the brands that owned that space was a costly affair.Also, August was a barren month. Nothing even remotely associated with health was anywhere round the corner.
The results dwarfed Nutralite’s ambitions for Mumbai. 1. Spike up conversations on health a. Featured in The Times Of India, Hindustan Times, DNA, Business Standard, The Hindu, Janmabhoomi and Mid-day as one of the must visit pandals(temporary temple) in Mumbai b. Featured in all the leading FM channels c. 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 Pray to Lose will go down in history as the first brand-led temporary temple in India It is also the only pandal in Mumbai, that has got a clear positioning – Health. It is set to become an annual affair, and will only go bigger by the year.
Implemented during the 11 day festival of Ganesh Chaturti in Mumbai we created the India’s first pandal built by a brand and India’s first Ganesha, behold, with a 6-pack with no adaptations!To not hurt religious sentiments, we couldn’t take chances with the idol. With Mumbai's most sought after sculptor,we zeroed in on a 20-ft idol, with bulging biceps and yes, a 6-pack.If the idol looked so fit,it was critical that the priest (pandit) also looked equally fit.But the pandits usually sported a potbelly.Making the idol was simpler in comparison. We had to conduct auditions!After weeklong auditions, we found a priest with an 8-pack.Picture that – the God & the Godly both so fit!We also pushed the envelope by giving a lot of Hindu rituals, a healthy twist-Treadmills for donating calories, a sacrificial box to drop bad habits,health camps. Sugarfree Modaks (sweet dumplings), a procession where Zumba dancers burnt 100000 calories.