Nutralite has rolled out a campaign to celebrate World milk day, by promoting its newest products ‘DoodhShakti Probiotic Butter Spread’ and ‘Pure Ghee’, which marked the brand’s entry into the dairy segment. The digital campaign titled #MadeWithMilk, has been conceptualised by Tonic Worldwide and showcases how the best products are made using milk.
The film features stills of kids with different Nutralite products that are made of milk and is set to a rap song, voiced by a kid rapper, highlighting the benefits of milk products.
Unmisha Bhatt, chief strategy officer, Tonic worldwide said, "The objective was to leverage the platform of 'World Milk Day' and establish Nutralite in the dairy category while creating awareness about the latest launches, ‘DoodhShakti Probiotic Butter Spread’ and ‘Pure Ghee’ which are made with milk. It is not only a functional proposition but also makes the product aspirational for kids by associating the range with their favourite sports and activities. The kid rap makes the creative execution distinctive and differentiated in the category, and also appeals to kids and mothers alike, with its hummable tune and relevant message. This is not a one-off campaign, but the vision is to own this proposition with multiple activities throughout the year."
The campaign has been released across the brand’s social media handles.