‘Beat the Crave’ with Saffola Active Slimming Nutri-Shake

Beat the Crave campaign by Saffola aims to help consumers adapt a healthy lifestyle.

Marico’s Saffola, launched a new campaign for their newly introduced offering, Saffola Active Slimming Nutri-Shake, titled ‘Beat The Crave’. The campaign is a first-ever audio driven digital initiative that aims to distract the audience from unhealthy food cravings.

The campaign undertakes an array of social media activities along with a microsite that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan. The microsite will have multiple audio skits; also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.

Rajiv Dingra, Founder and CEO, WATConsult said, “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of ‘craving’. But if you can distract your mind for around 3 minutes you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you Beat the Crave.”

Sanjay Mishra, Chief Operating Officer, Marico Limited added, “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming. So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.

The campaign also features several personalities from different walks of life who have been roped in to join the ‘Beat the Crave’ way. Healthy alternative recipes are also on offer to beat those cravings.

Marico Limited:

Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies, in the beauty and wellness space. During 2016-17, Marico recorded a turnover of INR 59 billion (USD 886 Million) through its products sold in India and about 25 other countries in Asia and Africa.

Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive. The International business contributes to about 23% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men and Thuan Phat.

Marico’s focus on sustainable profitable growth is manifest through its consistent financial performance, a CAGR of 10% in turnover and 18% in profits over the past 5 years.

Client: Saffola Active Slimming Nutri-shake
Agency: WATConsult
Campaign: #BeatTheCrave
Brand Team: Vinay Shrivatsav, Darayus Mehta, Sarosh Dutta
AVP, Creative Strategy – Sahil Siddiqui
Creative Strategist – Milind Gonsalves
Script Writers – Milind Gonsalves, Raj Vaishnav, Shoubik Roy, Sahil Siddiqui, Niraj Jain
Senior Account Manager: Daniel David
Lead Account Manager: Niraj Jain
Account Manager: Aditya Varma
Sr.Digital Media Executive: Raj Vaishnav
Digital Media Executive: Zeel Savla
VO – Aaron, Arshiya, Sahil Siddiqui
Sound Design – Dev RK
Website Development: Sanjay Vishwakarma, Bhavesh Shahdadpuri
Graphic Design – Rohan More

This Article is related to:
Saffola, Slimming Nutri-shake, Marico, Healthy, Social media marketing, Online marketing strategies, Digital Campaigns, Beat the Crave, WATConsult

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