ITC’s B Natural celebrates the spirit of Indianness – One Nation One Music One Brand
Adding a little music to the patriotic fervour that engulfed the nation on its 71st Republic Day, India’s own, ITC’s B Natural Fruit Beverages in collaboration with Alive India, has released a multilingual music video celebrating the power of India and showcasing the diversity of its talent and resources. Through its narrative, B Natural celebrates the idea of ‘One Nation One Music’. It promotes the feeling of ‘Indian-ness’, an attribute, in which the brand takes pride, as it facilitates the same by sourcing 100% Indian fruits, only from Indian farmers to deliver 100% Indian taste to delight Indian consumers with high-quality fruit beverages.
Released on its digital and social media platforms, the emotionally stimulating video, ‘We Are India’, features singers from across the length and breadth of the country, who pay tribute to the nation in 26 different languages. The celebration of India is in line with the ethos of the brand, B Natural, which recognizes the immense contribution of Indian farmers and seeks to empower them by sourcing fruits solely from different parts of the country for its range of beverages.
The video begins with a baritone voiceover outlining the identity of a true Indian, who believes in and celebrates India’s diversity in its true sense. The view spans out taking the viewer through myriad landscapes, heritage and culture, with each locale representing the land of the artist in the frame. Through their music, the artists pay homage to their homeland. The video juxtaposes Indian fruit farmers from the same regions, which further establishes the connection between B Natural Fruit Beverages and the musical narrative while evoking the patriotic fervour and conveying the concept of unity in diversity.
Commenting on the initiative, Mr Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited, said, “This musical ensemble very aptly reflects B Natural’s ethos of celebrating Indianness, an attribute which the brand takes pride evidenced by our proposition as we bring consumers the fruits of the labour of our Indian farmers through our beverages. We hope this video inspires the feeling of pride and gratitude among the consumers towards our country and help build this ethos.
About ITC Foods
ITC’s Branded Packaged Foods Business is one of the fastest-growing foods businesses and the third-largest foods company in India, driven by the market standing and consumer franchise of its famous brands – Aashirvaad, Sunfeast, Bingo!, YiPPee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.
ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.
ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfil its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
Tags:
Republic Day Campaign, Brand TVC, Singer, India, Digital, ITC, B Natural
