SNAPIIN Seasonings & Gravity Integrated ask foodies to #TurnUpTheTaste
We rely on our trusted masala dabbas to prepare staple traditional dishes. However, non-traditional dishes like pizza, pasta, soups, fries and sandwiches need seasonings and this was the thought that gave birth to SNAPIIN.
Started by co-founders Vishal Gupta and Dhruv Pahwa in 2009, SNAP!IN is a brand of seasonings which is now widely available in over 150 cities in India and all leading modern trade and online trade channels.
Dhruv Pahwa said, “Seasonings are made with herbs, spices, salts, sugars, essential oils and sometimes even dehydrated vegetables and pack flavours different from masalas. These are complimentary flavours that help non-traditional, home-made dishes taste better. For example, Piri Piri mix is a blend of sweet, salty and tangy flavours that lends very well to fresh fries made at home and is a more complex and rounded seasoning compared to salt and pepper. We needed to simplify this message about the role of seasonings in one’s kitchen. We approached Gravity Integrated with the sole objective of wanting to present the value of seasonings in everyday non-traditional cooking.”
Gravity Integrated is focused on solving complex business problems for brands like Pillsbury, Nature Valley, Haagen-Dazs, Betty Crocker, Diageo, Snapin Seasonings, Niblerzz, Whip Up Magic and Dell among others via strategy, creativity, technology and common sense.
Shedding light on the creative strategy, Avni Chinoy, Managing Partner & Chief Creative Officer of Gravity Integrated, said, “How do we make people realise the difference a Piri Piri Mix makes over chilli powder or good quality Oregano and Chilli Flakes over hoarded sachets? We need to give people a reason to season, and the solution we came up with was Furious Foods. If your favourite food could talk, what would it yell? All your favourite dishes, simply livid at being devoured bland or doused by masalas and not being treated right. The #TurnUpTheTaste campaign is all about food scolding people (in some cases, straight up yelling) to #TurnUpTheTaste on it.”
The campaign features 3 films augmented by retail POS, influencer partnerships and social media amplification.
Watch the ad films:
Chief Creative Officer: Avni Chinoy
Art Director: Priyesh Kansara
Head of Design: Nirmesh Narware
Director of Client Relations: Aastha Mantri
Founder & CEO: Prashanth Challapalli
Production House: The Chingum Company