Britannia Nutrichoice Ad campaign: You think you're eating habits are right?

Britannia Nutrichoice is out with a new "Diabetic Campaign' With an idea to educate people with diabetes on the importance of eating right, but also to debunk the myth that just adding sugar-free snacks to your diet is enough to reduce your sugar levels. The campaign has been created by Lowe Lintas.

Telling about the client's brief, Arun Iyer of Lowe Lintas said "It was very different exercise all together. These are completely diabetes friendly biscuits and diabetes being a very sensitive topic; we wanted to create a commercial in that sensitive way and instead of preaching. We thought that we should rather share the piece of information with them since people are loaded with misconceptions. "

The films explore a warm relationship between a boss and his secretary. The boss (a diabetic) is the main protagonist in these films and his secretary takes on a care-giver role and therefore keeps reminding him to have the biscuits periodically, and to replace his sugar-free additives with these biscuits, much to his annoyance and finally, his acceptance

As known to all, diabetes is currently reaching the scale of an epidemic for population in India. People suffering from diabetes believe that their blood sugar levels can be managed by controlling their diets and by restricting their sugar in take; but on the contrary, it has been researched that they need to eat regularly and eat right.

Arun says, "The tone of voice in which the campaign is done actually differentials it."

The campaign by Lowe Lintas, not only seeks to educate people with diabetes on the importance of eating right and the correct knowledge of diabetes.

It specially shows how to manage extreme swings in blood sugar levels, and has been clinically proven to do so. One of the films show the importance of having the biscuits frequently to manage blood sugar levels, the other talks about the insufficiency of a diet that is supplemented by sugar-free snacks and additives.

With the new commercials hopefully everybody understands what should be the right schedule of a diabetic patient. | By Aanchal Kohli [aanchal(at)adgully.com]