Danone launched a quirky rap titled Take A Chill Fill

Danone recently rolled out a new campaign for its chocolate flavoured drink. A catchy rap, Take A Chill Fill has garnered 7 lakh views on brand's YouTube channel.

Danone recently rolled out a new campaign for its chocolate flavoured drink - Choco Smoothie. A catchy rap, the campaign has garnered 7 lakh views on brand's YouTube channel. Using the hashtag #TakeAChillFill, Danone is trying to promote their rap song and create conversations around it. 

The attempt of the rap song is to place Choco Smoothie as a nutritious alternative to snacks and mini-meals, perfect for the youth who is always on-the- go. The brand along with Indigo Consulting, has unveiled a catchy Hinglish rap to reach out to their customers. The rap has a matching quirky video, showing college-going youth choosing to Take a Chill-Fill instead of stressing over small problems that nothing can be done.

The film has been released across digital channels. Speaking about the campaign, Himanshu Bakshi, Marketing Head, Danone India said, “Take a Chill-Fill’t ells a consumer that small problems are an everyday affair. So why not just stop stressing and take a ‘Chill-Fill’ with Danone smoothie?”

Commenting on the creative strategy, Navin Kansal, National Creative Director, Indigo Consulting said, “Danone Smoothie is a healthy, filling and an anytime consumption snack. The ‘Take a Chill Fill’ ditty is a light-hearted take on how this ‘snack’ can play a role in helping us take little things that blindside us in our day-to- day lives, in our stride. And at the same time be satiating as well.”

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