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GREY group India’s latest advert for ITC challenges the consumer’s belief that all juices are healthy and nutritious

We consciously make efforts to ensure that there’s no compromise when it comes to our health. While many of us may not follow exercise regimes, we do try and keep healthy things in our kitchen. With the launch of their 100% Pomegranate Juice, B Natural from ITC wants to put a spotlight on healthy habits in general, and fruit juices in particular. They want to bust the myth that all fruit juices are equal.

Most packaged juices available in the market are made from concentrate. While we may be aware of this fact, what we aren’t privy to is the fact that the whole process of making fruits into concentrate exposes them to excessive heat treatment that robs them of both the natural fruit taste and inherent fruit nutrition. Thus, drinking juices with concentrate is not healthy, as presumed by many, but actually a compromise.

The commercial, conceptualized and executed by GREY group India, brings the viewers face-to-face with this uncomfortable truth and challenges consumer’s longstanding notion that every juice they pick up is pure. And who better to propagate this than someone who is known for her strict fitness regime, and staunch belief in Yoga as a way of life – Shilpa Shetty.

Sanjay Singal, Chief Operating Officer, Dairy & Beverages, ITC Limited said, “Team GREY has really addressed the challenge of communicating a product story in a refreshing and engaging manner using the yoga concept and leveraging our new brand ambassador”

The story unfolds in one of Shilpa Shetty’s Yoga classes where, halfway through the class, she surprises her students with an unexpected twist - making juice while doing Yoga. And as if that shock isn’t big enough, she goes on to demonstrate how fruit juice is heated and made into an excuse of a juice and then served to people claiming it to be healthy.

According to Gautam Bhasin, Sr. Creative Director – GREY group Bangalore, “The creative challenge was to deliver a strong message about other juices containing concentrate in an entertaining and effective way without losing its core essence. And having Shilpa Shetty add a twist to how we know yoga became the answer."

Vishal Ahluwalia, Vice President – GREY group Bangalore says, “The task for GREY was dual, launch B Natural 100% Pomegranate juice and bust the myth around juices with concentrate.  The common category belief is that all juices are made from fruit pulp. While we were disrupting the category the execution also had to be disruptive and visually delightful for the consumers to take notice. The campaign is surely going to make us think on how we perceive and receive juices and hopefully resolve the conflict by sipping onto a new pack of B’Natural 100% Pomegranate juice!”

Here’s the link to view the TVC - https://youtu.be/x5fxkNn8by0

CREDITS

ITC Team:

Sanjay Singal, Chief Operating Officer - Dairy & Beverages ITC Limited

Sandeep Shivaram Upadhyaya, Head of Marketing, Dairy & Beverages

Ayan Chaudhuri, Brand Manager

Bala Meenakshi, Assistant Brand manager

Mohammed Shahbaaz, Assistant Brand manager

Agency: GREY group, Bangalore

Creative: Sandipan Bhattacharyya, Gautam Bhasin, Loreto Basumatary, Amit Anand Singh

Account Management: Vishal Ahluwalia, Tulika Shekhar

Planning: Arun Raman, Barsha Chakraborty

Films Team (Grey Works): Samir Chadha, Sharad Shinde

Production House: Future East Productions

Director: Ashim Ahluwalia

Producer: Priyanka Bangia

PR & Corporate Communications: Sonal Sheth

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