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.
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”.
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.
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.
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