Britannia has rolled out a digital film through which it looks to extend its 'Power of a Good Choice' campaign.
The film conceptualised by J Walter Thompson, encourages viewers to take the '#7Days7Choices' challenge.
The digital video shows a series of situations that portray popular misconceptions about living healthy. Through a series of ‘Expectation Vs Reality’ situations, NutriChoice aims to inspire people to start making healthy choices.
Ali Harris Shere, VP - marketing, Britannia Industries, said, “Britannia NutriChoice as a brand has always propagated making healthier choices. With this digital campaign, the brand is making a clear shift to a purpose led communication. The intent is to inspire people to start on their health journeys with the promise of feeling good immediately. That feeling and the subsequent motivation to push oneself forward is a strong insight that will resonate greatly with our consumers.”
Priya Shivakumar, VP and ECD, J Walter Thompson, said, “In a digital marketplace cluttered with content on healthy living, we had to take our proposition of starting good choices and make people want to engage with it. We asked ourselves what keeps people from starting good choices. The answer’s simple, they’ve made up their mind that making a good choice is difficult. So, what we needed to do is remind them of the great feeling that can override any hardship while making a good choice."
She added, "We decided to take on the internet’s favourite ‘Expectation vs Reality’ videos and give it a fun twist – instead of showing banal and drab realities like the videos in that format, we did exactly the opposite. Our video shows people with the ‘Expectation’ of encountering a hardship while doing something healthy, and then juxtaposes that with the ‘Reality’ or a great feeling induced by the same healthy activity!”
Client: Britannia Industries
Creative agency: J Walter Thompson Bangalore
Chairman and CCO: Senthil Kumar
ECD: Priya Shivakumar
Creative team: Saagarika Shenoy, Pradeep Ravindran, Ashwin Lingan
Client servicing team: Tiraz Balaporia, Kirti Verma, Saira Riyaz, Anand Madhan
Production house: Do Creative Labs
Director: Sahith Anand
Music Director: Raka Ashok