Why is this work relevant for Brand Experience & Activation ?

Punjab is a land with one of the highest rates of female foeticide in the country where women find it hard to step up and prove their talent to the world. Since it is also the place where B Natural sources some of the fruits from, the brand wanted to give something back to the state. Just as much as the brand supports the farmers of Punjab, it stands for honesty and authenticity. This campaign was an attempt in encouraging young girls of Punjab to come out and showcase their natural flair and honest talent through an effective platform.

Background

One in every 4 households in Punjab consumes juices or nectars. That's thrice the national average. The category in Punjab is highly dominated by Dabur Real, accounting for ~70% of the market share. Consumers were highly loyal to Real, having no solid reason to switch to an alternative. Though B Natural achieved a fair 45% of the total awareness, the trial ratio was stagnant and not growing. Hence the objective of this campaign was to shift the loyalty of people from Real, by building a strong emotional connect that celebrated the honest talent of the girl child in a patriarchal state like Punjab.

Describe the creative idea (20% of vote)

The idea was to provide a platform to identify and celebrate honest talent of a girl child in the male-dominant state of Punjab. B Natural Harman XI – The search for honest talent from an honest brand that gives consumers authentic juices and beverages, made with Indian fruits and not imported concentrate. It was a platform that turned the spotlight on the girl child and encouraged her to showcase her talent across different fields. To set the right example for the girls of Punjab to follow, we got the daughter of Punjab as the flagbearer of the movement. Harmanpreet Kaur, the Captain of Indian Women’s Cricket team, beat all odds in a deeply patriarchal state and inspired women to bring out their innate talent.

Describe the strategy (20% of vote)

Girls between 10-17 years of age. A child’s success is the most important achievement for a parent. This achievement is dearer to a girl child in a conservative society because of the ingrained bias as the society encourages boys to do better. Leading with this insight, B Natural decided to set up a platform that celebrated girl child talent in a male-dominated region. The brand chose Harmanpreet Kaur, the daughter of Punjab and the Captain of Indian Women’s cricket team as the flagbearer of the movement. She is an inspiration to millions of girl children who beat all odds in a deeply patriarchal state and has encouraged women to bring out their innate talent.

Describe the execution (30% of vote)

It was a 6-month long campaign and was implemented in Jalandhar, Ludhiana, Amritsar, Chandigarh, Bhatinda, Patiala & Mohali, in three phases - Phase 1: Calling for entries in leading newspapers, airing of TVC featuring Harmanpreet Kaur, supported by radio ads and social media posts - Facebook, Twitter, Instagram. Phase 2: PR led activation plan was chalked out in which Harmanpreet Kaur led 572 school girls set a Guinness World Record through their grit and determination by doing intense physical training as a run-up to the main event. Phase 3: A finale was organised to pick 11 winners based on their talent and flair in sports, knowledge, and art. The winners formed the Harman XI team and were featured on the limited-edition packs and print ads. • 6000+ girls registered, 2000 girls across 6 cities participated. • Guinness World Record created

List the results (30% of vote)

B Natural’s spontaneous brand awareness grew by 10% during this period. Brand trials doubled by 56% after this activity. The brand's market share doubled to 6.4% as of July 2018, the highest ever for the brand in the state. 190+ media exposures worth INR 10 million for a 1-day run-up event, was generated. Bucking the social trend of bias towards boys, this event saw many parents encouraging their daughters to participate. 90% PR coverage achieved with precise brand messaging that contributed to effective brand recall for the campaign.