GREY group India's new campaign for ITC B Natural nudges the child within you!

Last year, ITC forayed into the juice category with the launch of its brand, B Natural. The health juice category was before dominated by two key players – Real and Tropicana, which are also positioned on the health platform. Being a new entrant in a category dominated by these two brands, the creative task was to find a more nuanced insight to peg the brand on.

Though B Natural products are said to have the goodness of fruits and are luscious, thick and taste closest to the natural taste of fruits, the creative insight of this campaign was to refrain the brand from the serious view of health benefits like fruit nutrients, breakfast replacement, child’s nutrition and so on, which the category has overtly focused on.

 Sometimes, an impulsive behavior can make one experience the small pleasures of life; like playing with children, an impromptu dance with the husband or sprinting up the stairs etc. GREY group India has conceptualized a television commercial that captures the notion of how a sip of B Natural will make the impulsive child within you alive. In the commercial, a mother is seen working from home. On seeing her child going to the park, she sets the mood to be a child herself. She drinks a glass full of B Natural, leaves home and slides down the garden slide. The child, of course is surprised by her mother’s impulsive act. The message is do what makes you happy; do playful things when you were a child, with joy and laughter in your heart.

Ram Jayaraman, Senior Executive Creative Director, GREY group India said,”To 'be natural' is to shrug off the world’s weight for a moment and to find and celebrate the child within. This is B Natural's clarion call – each sip of its healthy and refreshing juice exhorts us to give into spontaneity and impulse, and revert to our original, happy selves”