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Leveraging product USP, Ogilvy & IntelliAssist launch campaign for Tata Nx

Tata Chemicals Limited, operating in the areas of agriculture, chemicals and consumer products, has recently launches Tata Nx, a brand that envelopes Nutritional Solutions of the company. Nx aims to be a nourishment partner for life and promises innovative, healthier possibilities. Ogilvy and IntelliAssist have designed and executed a digital campaign for Tata Nx Sugar.

The brief for the campaign laid an emphasis on the benefits of stevia that is a zero-calorie sweetener. While artificial sweeteners are widely used, natural sweeteners are relatively a new introduction in the marketplace. In the 75-day campaign period, the brand wanted to create awareness that all sugar substitutes aren’t equal; this was to be achieved by making use of scientific evidences. Further, Tata Nx wanted to mass socialize their BIOEASY philosophy.

The brand worked out a media and content strategy keeping its target audiences in mind. Both, long- and short-format content were employed. Every piece of content was created with a distinct purpose; also, content distribution strategy was planned meticulously.

Since Zero Sugar is suitable for people who have been asked to reduce their sugar intake, two videos targeted at diabetics and borderline diabetics were produced by the brand. These videos were premiered on YouTube and Facebook. In addition to video views, the brand tracked user polls that were created using YouTube Cards and Facebook Video Polls.

Social media content was created in sets of six to seven posts; campaigns such as Stevia Super Hero was devised to encourage more people to adopt and advocate the use of Stevia; such men and women were recognized as #SteviaMen and #SteviaWomen.

the brand cleverly makes use of snacking content, topicals and pop-culture to advocate the goodness of ZERO. When Shah Rukh Khan launched the trailer of his anticipated movie, Zero, on his birthday, Tata Nx used the correlation between Zero and 300 crore and connected it to Zero Sugar. For those unaware, Stevia is said to be 300 times sweeter than sugar and has Zero calories. In addition to wishing Shah Rukh Khan on his birthday, and talking of the earning potential of his movie Zero, Tata Nx also added their punch-line - #RakhoMithaasBarkarar (keep sweetness intact) in their post.

Least to say, the brand tweet managed to catch the attention of many cinema enthusiasts and a prominent business analyst, Atul Mohan, was all praises for this campaign by Tata Nx Zero Sugar as he replied to their tweet saying, “Not just the audiences, TATA is also excited about #ZeroTrailer. Nice post @TataNxIndia”.

Multiple metrics indicate effectiveness of digital campaigns. Over 25 million impressions and 1 million engagements were recorded across platforms in a period of 75 days. Brand microsite visits increased by over 500%. Amazon product page visits, sales and customer reviews show a huge lift in comparison to earlier quarter.

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