Danone’s new rap positions the Choco Smoothie as the new-age stressbuster
French food giant Danone is one of the most innovative and ambitious brands in the country today. The brand, present in the nutrition and dairy segments in India, has a range of products in India.The Danone dairy range includes Milk, Curd, Yoghurt, Mishti Doi, Greek Yoghurt, Cold Coffee and Choco Smoothie. With health and well-being at the core of the brand’s philosophy, Danone has now rolled out a new rap for its chocolate flavoured drink - Choco Smoothie. The Choco Smoothie is a nutritious alternative to snacks and mini-meals, perfect for the youth who is always on-the-go. This delicious drink is not just tasty, but also healthy and filling.
The youth today is always on the move – there is college, exams, friends, relationships, among so many things to deal with. With such a buzzing lifestyle, Danone Choco Smoothie fits right into the lives of the highly-charged youth. And now Danone India, with Indigo Consulting, has unveiled a catchy Hinglish rap to appeal to its consumers. The film has been released across digital channels.
Speaking about the rap, Himanshu Bakshi, Marketing Head, Danone India said, “’Take a Chill-Fill’ tells a consumer that small problems are an everyday affair. So why not just stop stressing and take a ‘Chill-Fill’ with Danone smoothie?”
The rap has a matching quirky video, showing college-going youth choosing to Take a Chill-Fill instead of stressing over small problems that nothing can be done about.
Speaking about the new campaign, Navin Kansal, National Creative Director, Indigo Consulting said, "Danone Smoothie is a healthy, filling and an anytime consumption snack. The ‘Take a Chill Fill’ ditty is a light-hearted take on how this ‘snack’ can play a role in helping us take little things that blindside us in our day-to-day lives, in our stride. And at the same time be satiating as well."
Client: Danone India
Agency: Indigo Consulting
Chief Executive Officer: Rajesh Ghatge
National Creative Director: Navin Kansal
National Head of Strategy: Devang Raiyani
Business Head: Sumitra Sarkar
Creative Director: Priyanka Gopal
Creative Team: Ralston D’souza, Priyanka Hodavedkar
Account Management: Sripratha Hariharan, Piyush Jain, Dhaval Kataria
Planning: Ramya Narayanan
Production House: Prodigious
Director: Mohit Israney
Producer: Andalib Patel
Composition: Mellow D