A country nestling the vastest variations has fondled every festival uprooting from each corner within the border and beyond. United despite variations, the glorious culture enveloping the society has always been the cover of the country. Nutrela, the food product brand embraced the cultures with their new campaigns thus finding an entry straight in the homes and hearts of people.
Caressing the cultures of the country
The ‘F’ word tightens the gap between people, always swinging hand in hand; festivities and food. The brand Nutrela caught on to this attachment and cultivated a campaign around it trying to reach every house through the kitchen.
Leveraging on the harvest festivals such as Baisakhi, Bihu and Nobo Barsho settled in heart of the country, Nutrela carved its new campaign.
Nutrela has become synonymous with soya in India. However, the usage of soya in recipes in Indian households has usually been limited to dishes like pulao or as a protein addition in veg gravies. The objective identified by the brand was to find occasions to drive an increase in the consumption of the product.
Nilesh Mazumdar, Chief Executive Officer – Consumer Brands Division, Ruchi Soya said, “This harvest season the brand wanted to do something special by celebrating the festive delicacies of different cultures. Though every harvest festival has its own significance and style, Nutrela Soya can be used to prepare dishes that are true to the local flavours of each culture. I hope consumers will not only make these delicacies a part of their harvest festivities, but also continue to experiment with traditional recipes that can be relished with Nutrela.”
To bring out the flavours of each festival through the brand, a digital campaign was flourished that illustrated various recipes characterising the elements of the festival keeping the brand’s product (soya) in highlight.
The campaign was run in one phase over 3 days that celebrated 1 festival in 3 different ways from 3 separate regions in the North and East of India.
The Shubho Nobo Borsho creative featured the famous Pithe Puli delicacy from Bengal harmonizing Bengali elements like bananas, mango leaves, marigold, coloured powder, jaggery, and flour powder. The creative was brought to life with illustrations of Bengal Tiger and supporting Bengali motifs.
Makhana Kheer native to Baisakhi broadly celebrated in Punjab was presented with elements of Soya chunks, Saffrom, Pistachios and was backed with depictions of a Dhol and wheat grain adding the zing to these local flavours.
The Assam festival of Bihu was represented by Pitha preparations and elements such as banana leaves, jiggery, coconut and tea blending in with the theme further illustrating with Rhino and tea leaves.
“We realized that customizing these wishes in the respective vernacular languages would appeal to the regional audiences. Accordingly, the wishes for Baisakhi, Poila Boisakh and Bihu were written in the native language on the post design,” added Mazumdar.
Soya, a product which is now finding its feet in the country’s palates resonates with the brand Nutrela which it tried to highlight through this campaign. Though the campaign was not founded through a video or GIF, the creative illustrations managed to grab attention.
As the trend suggests, maximum brands leverage on festivals such as Diwali, Holi, Eid, Rakshbandhan which have a stronger hold throughout the country, but, through this campaign the brand managed to surface the festivities which are not as mainstream in most parts of the country.
Communication becomes uncomplicated with native languages and the brand hammered the nail at the right spot by keeping the illustrations in local languages thus trying to get closer to the hearts of the audience.
Sharing about the key elements of the campaign team BC Web Wise shared, “Vernacular language, the most preferred way of communication across India, was used; soya was put forth as the base of a few dessert dishes / showcased as not-only-savory, the festive and food elements of different regions were identified and used in design craft.”
Social media buzz
The campaign captured the attention on Facebook with 65291 likes, 133 comments, 407 shares, and reached 76,1305 people with the help of 4 vernacular Facebook posts.
“Apart from media push, the campaign saw 1000% increase in the organic reach of the posts, compared to regular posts. The fans responded with heartfelt wishes and some also communicated in their vernacular language,” the team further informed Social Samosa.