Talking about the campaign, Anuradha Narasimhan, category director – health & wellness said, “A lot of Indians and a significant part of our target group for NutriChoice are spending significant amounts of time on the digital medium. To launch a brand successfully in these times, we need to be where our consumers are. The other reason for a digital campaign is that it allows us to connect deeply with people and to engage with them with more than just a 5 second glance on a print ad or a 30 second viewing of our TVC.” All this is work is to create buzz for a new product to be launched by Britannia
called NutriChoice Multigrain Thins — a healthier alternative to all the fried snacks in the competition and in the marketplace. It is low in calories & fat and flaxseed that is good for heart. Multigrain thins will be available in three flavours — classic Indian spice, herb and tomato, lime and mint.
Done by digital agency Experience Commerce, Narasimhan says that unlike other digital campaigns Snexy will continue to engage with customers even after the campaign ends. “Our goal at the end of the Hunt for the True Snexy is to carry forward the conversation on healthy snacking to ihealthu.com, India's first health social network.” How much of an engagement ihealthu.com creates remains to be seen, but right now everyone is waiting to see who wins the snack reality show.
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