Nutrilite, the flagship nutrition brand from direct selling FMCG company Amway, has rolled out a campaign with a new global positioning, ‘Connect to the most natural you’. The TVC, conceptualised by Rediffusion YR, went on air on 7 February and will be supported by digital media, print and billboards.
The film features four individual who have lost touch with their hobbies thanks to their fast-paced lives. It opens with a lady who used to be a Sitar player being reminded of her hobby when she goes to drop her kids to school, when a girl passes by with sitar in her hand. A man travelling in local train sees a few bikers at railway crossing as he talks on the phone, depicting a ‘Lost motor biker’. A third scenario features a couple posing in front of an artist. The lady realises that her husband has dozed off - she has lost a 'fun loving husband’. The fourth character featured is that of a mother of two getting their costumes ready for a show. The 'lost stage artist' sees a ten-headed mask on table and puts it on to entertain her kids. The film ends showing the four individuals getting back to their hobbies. A voice over introduces Nutrilite and explains how people tend to forget 'themselves' in the daily grind. The film conveys that Nutrilite’s health and dietary supplements make people healthy, so that people can 'meet their natural selves'.
Sundip Shah, chief marketing officer, Amway India, said, “The agency’s brief was to shape consumers' mindsets from curative to preventive maintenance of health, enhance frequency of consumption and thus increase the market for Nutrilite. The need was to establish and connect the new global positioning (Connect to the most Natural You) with the consumer's life.”
Creative agency: Rediffusion Y&R
Media agency: DDB Mudra