Parry's launches campaign for its nutritious sugar

Parry’s, India’s leading manufacturer of sugar since 1842 and a household name in packaged sugar, has launched Parry’s Amrit Natural Brown Sugar. Less processed and boasting micronutrients like calcium, magnesium, potassium and iron, Parry’s Amrit promises to be ‘The Better Sugar’, in tune with the health aware consumer of today.

Balaji Prakash, President – Sales & Marketing, EID Parry’s commented “The challenge to market this product stemmed from the consumer perception that she has to compromise on taste when she chooses a healthier alternative…Our intent is to clarify that Parry’s Amrit Natural Brown Sugar is a perfectly delicious replacement to regular sugar.”

The objective of the campaign? To win the hearts of the health sensitive population with a simple, endearing and light-hearted launch campaign. The context taps into a modern homemaker’s desire to make her food more nutritious and her cooking more joyful. 

The TVC has a bubbly young homemaker asking the audience if they share a newfound belief that playing music while cooking can elevate the nutrition and taste of food. She turns on a popular tune by none other than the legendary A. R. Rahman, and peers skeptically at what she’s cooking… ‘Will this work?’ she asks…And then holds up a pack of Parry’s Amrit, declaring, ‘But I know this will!’ 

The story is all the better spun by the popular television and upcoming film actor, Aakanksha Singh. She was a deliberate choice to represent the contemporary gatekeepers of health.

Navneet Virk, Executive Creative Director, RK Swamy BBDO said “Our idea is product-led, anchored in a confident and engaging protagonist. The conversation is relaxed and unlabored….We had to find a skilful way of nudging consumers into a product that asks them to change a daily habit…And the tangential story about music making food better does that effortlessly. The music itself being a famous tune only adds to the engagement.” 

Talking about the campaign, Vivek Shenoy, Principal Consultant, RK Swamy BBDO added, the tag line “The better sugar” captures the essence of how Parry’s Amrit offers consumers more nutrition with fewer calories, without compromising on the taste of their sweets as well as their daily coffee. In this context the job of the campaign was to help consumers overcome this transition, and see Parry’s Amrit as an easy alternative to white sugar.”
 

CREDENTIALS

Campaign Name – Amrit Natural Brown Sugar (Coffee & Payasam)
Tagline – The Better Sugar
Client / Brand Name – EID Parry’s
Date of Release – 26 September 2019
Creative Agency – RK SWAMY BBDO
Agency Head – Vivek Shenoy
Creative Head – Navneet Virk
Creative Team –  Yogesh Khairnar, Shuba Kuila
Account Management – Subham Biswas, Pooja Gehlot
Planning – Anjanakshi Venkatesan
Client Team – Balaji Prakash, Aldrin Joseph, Saraswat Saha 
Director – Roshni Chandran
Production House – Primary Colours