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Tag: Tasneem Ali

  • The brand addresses consumers directly for the first time in its sixty-year legacy

    Lowe Lintas pops a campaign for Supradyn

    By Our Staff

     

    Supradyn, the multivitamin brand owned by Bayer’s Consumer Health division, has relaunched with a new campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ addressing consumers in India directly for the first-time in its sixty-year legacy. The campaign has been conceived by Lowe Lintas.

     

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “This marks an important milestone for Supradyn which has built a trustworthy relationship with doctors and healthcare professionals over the years. We are now happy to also address the consumers directly for the first time in the brand’s six-decade legacy, leading discussions and creating awareness in the nutrition and multivitamin-multimineral category. Our campaign brings to light Supradyn’s role in complementing a healthy diet, which provides only up to 70% nutrition, thereby bridging this nutrition gap and providing more energy and immunity every day.”

     

    Talking about the campaign, Ritu Mittal, Head – Marketing and Digital, Bayer Consumer Health India, added: “The pandemic situation has reset our priorities, bringing health and wellness to the forefront. With the launch of this ‘first-ever’ Supradyn campaign in India, we intend to educate our consumers on the micronutrient insufficiency in their diets in a relevant and memorable way. We want to encourage them to take One Supradyn Daily tablet every day for improving their energy levels and boosting immunity. The campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ will encompass all modes of media mix with a strong focus on digital.”

     

    Said Tasneem Ali, Executive Director, Lowe Lintas: “We are delighted to be a part of Supradyn’s relaunch, a milestone in itself, that brings to light a relevant conversation in a simple yet memorable manner. The past year and a half have changed the way we look at our health and wellness, showing us how our diet cannot be solely relied upon to maintain energy and boost immunity. Our campaign hence starts a relevant conversation highlighting relatable concerns to draw the curtains on Supradyn’s improved solution that helps you reach your 100% every day.”

     

     

  • The company manages procurement, production and packaging in-house and the juices are available at Rs 55 onwards

    dCell develops Visual Identity for Raw Pressery juices

    By A Correspondent

     

    dCell, the strategic design consultancy of Mullen Lowe Lintas Group, has developed the visual pack architecture for Raw Pressery’s benefit and classic range of juices. Cold-pressed juice brand Raw Pressery has been founded by entrepreneur Anuj Rakyan and is unique in the sense that its products are made from a combination of fruits, vegetables, nuts, spices and super foods without any heat or air thereby ensuring freshness for longer duration.

     

    Anuj Rakyan

    Commenting on the brief given to dCell, Anuj Rakyan, Founder and Managing Director of Raw Pressery said, “We wanted to create a master brand architecture for the benefits and our new classic range of juices to create a consistent, effective visual identity. With the new classic range, we wanted to reach out to a larger health conscious segment that often ends up being shortchanged by ‘100% juice’ brands. We’re excited with the creative output provided by dCell and wish the product gains popularity with the consumers as well.”

     

    Tasneem Ali

    Sharing the creative approach taken by the agency, Tasneem Ali, Executive Creative Director, dCell said, “Raw Pressery was taking a big leap from being a mostly online, home delivery based brand, to one where retail shelf presence is vital. Having a clear pet bottle in the universe of tetra packs is not just a differentiator on the shelf but gives an assurance of quality and purity, with plenty of taste appeal. As Raw Pressery has a loyal consumer base, we decided to build on what we felt had going for it. Retaining the original bold, simple, handcrafted logotype, we created a device holder to ensure the visibility of the logo on the various coloured juices. By linking the logo with the fruit graphic, we reinforced the brand promise to rely only on the fruit, and nothing else, to deliver on quality and taste. The free flowing illustration style is candid, uninhibited, honest, and true to the brand ‘Raw’.

     

    From the bottle format, to the logo and the illustration style, to the tone of voice of the back of pack copy and the way the information is presented, everything works in tandem to deliver the brand message: Raw Pressery is truly All Good, No Bad”.

     

    Started in 2013 by the former marketer as an experiment to fill the gaps in India’s health beverages market, RAW Pressery has become very popular among fitness enthusiasts who started consuming the cold-pressed apple, beetroot, ginger, carrot and lemon juices as detox drinks. Rakyan started the company in Mumbai through a home-subscription model before selling in supermarkets such as Foodhall, a chain of gourmet stores by Kishore Biyani’s Future Group.

     

    The company manages procurement, production and packaging in-house and the juices are available at Rs 55 onwards for Classic Range for 250 ml bottle and at Rs 150 for Benefit Blends for 250 ml bottle.