Danone India launches series of TVCs featuring Karisma Kapoor!
Danone India launched a series of TVCs for their product range in India. The TVCs will feature bollywood celebrity Karisma Kapoor, who has been signed on as the new brand ambassador.
Danone India has refreshed its marketing approach with “Only Good Gets In” creating a stronger emotional connect with its consumers. This strategy involved going back to the drawing board and reformulation of all the products. With its vast experience and expertise, all Danone products in India are now made with “Only Natural Ingredients” and no artificial colors, flavors or preservatives.
Speaking on the release of the new campaign, Jochen Ebert, General Manager, Danone Food & Beverages India Pvt. Ltd. said, “At Danone, our mission is to bring health through food to the largest number of people. With our new mantra “Only Good Gets In”, we’ve relaunched our brands with only natural ingredients. Our new 360° campaign will bring the new message across to our consumers and Karisma Kapoor, being a young mother and a successful working woman embodies the essence of our brand ethos.”
With the relaunch of the brand, Danone has refreshed its product line, packaging and the positioning of the brand. This is being supported by a 360° campaign which is designed to cater to all consumer touch points. The marketing campaign will involve ATL initiatives like TVCs, Outdoors, Cinemas and extensive BTL initiatives like sampling across consumer touch points. This is one of the most elaborate campaigns till date in the Dairy Category in India.
Karisma Kapoor, as the new brand ambassador of Danone India said, “I’ve known Danone over the years and have been a regular consumer of its product range. It’s exciting to be associated with a brand that emphasizes on health and natural products. And as the brand ambassador of Danone, I’m happy to be promoting products that are natural and refreshing.”
Danone in India has presence in 5 major metros, namely Mumbai, Pune, Bangalore, Hyderabad and most recently Delhi NCR. With a new state of the art facility at Rai (Sonepat) Danone has entered the Delhi NCR region as well. Danone plans to consolidate in these markets before expanding into newer markets.
Danone’s series of TVCs were produced and directed by Shantanu Bagchi, Founder & Director, Illumination Productions. Speaking on the campaign, Bagchi said, “It was exciting to be part of such a huge global brand and we knew we have to live up to the international standards of Danone’s commercials. The idea was to focus on the natural ingredients and showcase the goodness of Danone’s range of products. One of the main challenges was that how all the films, though different in concept and approach can have a unified feel of the Danone campaign.”
Danone’s product range includes Dahi, Low Fat Dahi, Flavored Yoghurts (Strawberry, Vanilla & Mango), Lassi (Mango Flavoured, Sweetened & Masala Chaas) and UHT Milk (Toned and Slim).