|Title||WORLD'S FIRST HEALTHGRAM|
|Product / Service||CONSUMER PRODUCTS|
|Category||D01. Health & Wellness: Corporate Image & Communication|
|Entrant||TONIC MEDIA DIGITAL Mumbai, INDIA|
|Media||TONIC MEDIA DIGITAL Mumbai, INDIA|
|Idea Creation||TONIC MEDIA DIGITAL Mumbai, INDIA|
|PR||TONIC MEDIA DIGITAL Mumbai, INDIA|
|Production||TONIC MEDIA DIGITAL Mumbai, INDIA|
|Avni Kanakia||Tonic Media||Account Supervisor|
|Shraddha Rao||Tonic Media||Scriptwriter|
|Pravin Singh||Tonic Media||Cinematographer|
|Sudish Balan||Tonic Media||Business Director|
|Unmisha Bhatt||Tonic Media||Global Strategy Director|
|Chetan Asher||Tonic Media||CEO|
|Snehal Sakpal||Tonic Media||Cinematographer|
|Ridhisha Patil||Tonic Media||Content Supervisor|
|Pratik Hatankar||Tonic Media||Manager - New Inititaives|
|Soudip Banerjee||Nutralite||Brand Manager|
|Sachin Dingankar||Nutralite||Marketing Director|
|Sandeep Lohar||Tonic Media||Graphic Designer|
|Nikhil Hingu||Tonic Media||Graphic Designer|
What a woman considers advice for the best interest of her loved ones always ends up falling on deaf ears. On World Health Day, Nutralite offered to voice the concerns of these women. Or rather sing it. We created the first ever ‘Music’ Telegrams on digital called ‘Healthgrams’ which voiced the health pleas of Mothers through songs.
Across all their social platforms, we asked the target audience to comment or tweet their concerns to their loved ones using #Healthgram. Nutralite’s live band took the best entries and crafted their request for their loved ones into customized quirky songs, this activity was done real time on Twitter. The live band picked up the best entries and sent out a musical #healthgram to them. They made these usually unheard voices, heard right. The health-oriented brand created world’s first #Healthgram, a musical telegram that every woman would like to send out to her loved ones showing her concerns about their rising cholesterol levels and health risks.
The musical health movement took the digital world by storm with the videos getting more than 5 lakh views. And it became one of the most discussed topics on Twitter & Facebook, with Nutralite trending on no. 1 on the World Health Day. They also managed to receive over 3.5 crore impressions. Thus it created a huge wave in the digital space as Nutralite managed to go beyond the stereotypes associated with health brands by taking a musical turn.
The brand primarily targeted women, between the age of 20 to 45 who are not only conscious about their health, but are also concerned about their loved one’s lifestyle. To get the loved ones of these decision-makers of the family, we devised an innovative strategy wherein we could reach out to people through music. Especially on World Health Day, where the focus of conversations is health advice, we decided to make the concerns heard but with a creative twist. Since videos are the current trend on social platform, we leveraged their power by creating ‘Healthgrams’.