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Grey’s campaign for ITC B Natural nudges the child within you

GREY group India has conceptualized a television commercial that captures the notion of how a sip of B Natural will make the impulsive child within you alive

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By A Correspondent

 

Last year, ITC forayed into the juice category with the launch of its brand, B Natural. Being a new entrant, the creative task was to find a more nuanced insight to peg the brand on. Though B Natural products are said to have the goodness of fruits, the creative insight of this campaign was to refrain the brand from the serious view of health benefits like fruit nutrients, breakfast replacement, child’s nutrition and so on, which the category has overtly focused on.

 

GREY group India has conceptualized a television commercial that captures the notion of how a sip of B Natural will make the impulsive child within you alive. In the commercial, a mother is seen working from home. On seeing her child going to the park, she sets the mood to be a child herself. She drinks a glass full of B Natural, leaves home and slides down the garden slide. The child, of course is surprised by her mother’s impulsive act. The message is do what makes you happy; do playful things when you were a child, with joy and laughter in your heart.

 

Ram Jayaraman, Senior Executive Creative Director, GREY group India said,”To ‘be natural’ is to shrug off the world’s weight for a moment and to find and celebrate the child within. This is B Natural’s clarion call – each sip of its healthy and refreshing juice exhorts us to give into spontaneity and impulse, and revert to our original, happy selves.”

 

Channels to tune into are many:

& TV / Zee TV / Zee Cinema / Star Plus / Life OK / Star Gold/ Movies OK / SAB / Sony TV / Sony Max / Sony MIX / Colors / UTV Movies / Bindass / B Play / 9X M / 9X Tashan / MH1 / PTC Punjabi / PTC Chakde / Zee marathi / Zee Talkies / Colors Marathi / Star Jalsha / Zee bangla / Zee Bangla Cinema & 30 other regional channels to achieve a pan India comprehensive coverage.

 

Credits:

Company: ITC B Natural Fruit Jucies

ITC Team:

1.       V.L. Rajesh – CEO

2.       Giriraj Bagri , COO (Dairy, Coffee & beverages)

3.       Sandeep Shivaram Upadhyaya, Divisonal Marketing Manager

4.       Arun Sriram, Brand Manager

5.       Mohammed Shahbaaz, Asst. Brand Manager

 

Agency Team: GREY group India

Client Servicing: Vishal Ahluwalia, Vijay Sekhar, Vaishali Bhandari

Creative: Sandipan Bhattacharyya, Ram Jayaraman, Mark Flory

Planning: Ajay Ravindran

GREY Works (Films): Samir Chadha, Sharad Shinde

Production House: OINK Films.

Director: Shirsha Guha

Producer: Naved Punjabi

PR & Corporate Communications: Sonal Sheth

 

About GREY group India:

GREY group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “GREY Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Volvo, Britannia, ITC, Ferrero, Saint Gobain, Wipro, BIG, Dell, Adobe, Mondelez, to name a few. GREY was named ADWEEK’s “Global Agency of the Year” and AD AGE’s “Agency of the Year” in 2014. In Asia, Grey Group covers 28 cities in 16 countries, which includes Bengaluru, Gurgaon and Mumbai in India. www.grey.com/india

 

For further information, please get in touch with:

Sonal Sheth

Associate Director – PR & Corporate Communications

M: +91 9820599480

Email id: sonal.sheth@grey.com

 

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