India's First Snack Reality Show

India's First Snack Reality Show, 15 delicious days, 7 top snackstars, 5 titillating rounds - the hunt for India's True Snexy is on! India's most loved snack was revealed. The reality show concept of 'Hunt for the True Snexy' really allows them to emphasize this love, with snacks begging people to show their love and support them to win the title of 'True Snexy'. When the hunt concluded on Dec 1st, they introduced an alternative snack, a snack that actually loves people back & is good for health (without compromising on taste).

Speaking exclusively with Adgully, Anuradha Narasimhan, Category Director- Health & Wellness, Britannia Industries Ltd, gave more some inputs about this unsual campaign.

Speaking about the idea behind the whole initiative, Narsimhan said, "A lot of Indians and a significant part of our target group for NutriChoice are now spending significant amounts of time on the digital medium. To launch a brand successfully in these times, we need to be where our consumers are ' in newspapers, on TV and on digital."

She said, "The other reason for a digital campaign is that it allows us to connect deeply with people and to engage with them with more than just a 5 second glance on a print ad or a 30 second viewing of our TVC."

People are multi-taskers - they snack while also doing something else. Historically, "snacking moments" have been when people watch TV, read books or a newspaper, or hang out with with friends. But today, so much multi-tasking and content consumption happens online. People snack while they browse YouTube videos, chat with friends on Facebook, browse & consume content.

On further elaboration, she said, "We wanted to leverage the opportunity that digital provides, of engaging with people over an extended period of time. The main insight for our campaign was that people have an irrational love for snacks!"

Speaking about the brief given to the agency, she said, "We wanted to engage deeply with health aware Indians online, and create something edgy, that would attract people's attention and make them want to share. The challenge was to tap into people's irrational love for snacks, and tie the activation back to the core product messaging: finally, a snack that loves you back."

'The Hunt for the True Snexy' idea and reality show format, was conceptualized and executed entirely by Experience Commerce, the digital agency of Britannia NutriChoice.

As told by Narsimhan, feedback on Hunt for the True Snexy has been very positive. In one week, over 50,000 people have engaged with the campaign. Adding further she said, "Our experience is that there is no 'vanilla serving' on the digital medium and the objectives of different pieces of work are different."

The Hunt for the True Snexy is a campaign targeting 'buzz value' and a launch pad for NutriChoice Multigrain Thins.

Hunt for the True Snexy is the first ever Snack Reality Show, and probably India's first online reality show. Reality shows are filled with drama and twists, always making people come back for more. People discuss these events wherever they go, "did you hear what happened..." The format is very prone to buzzing and that's exactly what we wanted - people having conversations around our new snack product. She said, "We therefore invest in the medium to long term, and that is what has helped create brand equity."

According to overall research on snacks/health in India, majority love Pani Puri (about 653,000 Indians on Facebook support this snack, all ages), followed by Chips (406,000 Indians on Facebook), Almost 1 million (0.82 million) Indians have intereste in Health (on Facebook. Population of Facebook now is 38 million).