Parle Platina Nutricrunch To Launch “Healthisnotachoice” Campaign

Parle Products, India’s leading food company is all set to launch a digital campaign - “#HealthIsNotAChoice” for its newly introduced health brand, Nutricrunch under its Platina division. The campaign aims at encouraging people to embrace the ‘Health is not a choice’ philosophy.

The campaign began with innovative posts across Parle Nutricrunch social media platforms and print advertisements across leading newspapers. All the posts strongly advocate treating one’s health and well-being as priority and showcase that one might have options for a lot of aspects in life but one’s journey to good health must not be compromised.

As a part of the campaign, three digital films will be launched to build awareness about the health benefits of consuming Parle Nutricrunch. The films showcase Parle Nutricrunch as a versatile product that be consumed by housewives who are the gatekeepers of good health for families as well as fitness enthusiasts, working professionals.

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Speaking about the campaign, Mayank Shah, Sr. Category Head, Parle Products said, “In today’s fast paced world, consumers are constantly looking for different ways to maintain a healthy lifestyle. Nutricrunch offers just that with its diverse variants like Nutricrunch Lite Cracker, Nutricrunch Marie, Nutricrunch Digestive, Nutricrunch Honey & Oats. Each of these variants have unique health benefits and make for a brilliant healthy snacking option. #HealthIsNotAChoice" campaign is an endeavor by Parle Platina to encourage Indians to stay fit and make an informed decision about their well-being”.

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Each film has a unique key message that resonates well with a specific target audience.  A working professional discussing the stress at work and how Parle Nutricrunch Digestive enriched with superfood Jowar helps in maintaining a proper sugar balance with its antioxidants properties. A housewife talking about how she begins her day on a healthy note with Nutricrunch Lite crackers which has no added sugar, no trans-fat and no cholesterol.  A young fitness enthusiast discussing how Nutricrunch Honey & Oats makes for the best pre-workout companion with its high-fiber content.  

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Within six months of its launch, Parle Platina Nutri Crunch has already received positive reception from the market. The health biscuit and cookies category has been growing at 12-13% per year and is now a sizeable portion of the market at over 1,000 crore giving Parle Products more opportunities to tap into the semi-premium and above segments that fetch high margin.

Credit

Client: Parle Products Pvt. Ltd.
Team: Mayank Shah, Kaizeen Writer, Nivetha Balakrishnan
Agency: Jointly conceptualized by - Gozoop (Digital Agency) and Thought Blurb
Director: Puneet Prakash
Production House: Turtle Medios