13 Million People Groove to Nilon’s #AchaarWithVichaar

Nilon’s, India’s homegrown FMCG Giant, has released the first achaari rap anthem of India. The #AchaarWithVichaar rap anthem features some of India’s most loved content creators and the biggest fans of Nilon’s, who participated in a lip-sync battle to make their way into the title track video.

Nilon’s has always stood as a reminder for simpler times, when spicy, tangy, desi additions were the soul of home cooked food. Bringing this sense of nostalgia with a masaledaar punch of newness and fun, the #AchaarWithVichaar rap anthem aims to appeal to the millennials of the nation by speaking to them in their language. What’s more- the brand got the lovers of Nilon’s competing for a space in the title video, for which all they had to do was lip sync the rap perfectly and show their Achaari Swag to Nilon’s.

The exciting battle saw participation from digital users across the country, driven by the most popular content creators of India. The final video featured hundreds of participants in all their swag and was viewed by over 13 million people of the country. The #AchaarWithVichaar campaign further reached over 34 million people and engaged with more than 6 million people across social platforms.

Speaking about Nilon’s #AchaarWithVichaar campaign, Dipak Sanghavi, MD, Nilon’s says, “It was exciting for all of us to be launching the First Achaar Rap Anthem of India. The title track has successfully brought a fresh perspective to our brand, which both old and new customers, will find appealing. What was more incredible was to see so many young people singing along and showering us with so much warmth and love.”

Nilon’s #AchaarWithVichaar had many such exciting events to grasp the attention of the Indian youngsters. The chatpata build-up included the rap anthem, Nilon’s appeal to get India fit and chant the longest achaar, which finally culminated with the launch of Nilon’s first Instagram-LIVE Show, #AchaarWithVichaar. The brand brought together content creators from different fields to share their thoughts and put their own spin on news, life and conversations, every Friday.

“With Nilon’s, our goal has always been to embrace our innate Indian-ness without losing touch of the customer persona. We’ve spent time ensuring that we present meaningful and relatable content to our users, with a khatta-meetha spin, as is visible from the rap anthem. It has been a very enjoyable journey for us and we hope the audiences enjoyed watching #AchaarWithVichaar as much as we enjoyed planning it” said Anoop Chugh, National Creative Director, M&C February.