ITC’s B Natural takes Vocal for Local route for influencer campaign

B Natural leverages influencer campaign to disseminate 'Not an ad' among consumers, reassuring them of quality products.

The marketing communication of B Natural juices mostly focusses on the product's ingredients and the brand's concern about farmers. In a recent influencer campaign, B Natural leveraged the much talked about Vocal for Local theme along with immunity, an important topic of conversation due to the ongoing pandemic.

The overarching theme of the campaign is: "This is not about us, this is about our promise of being 100% Indian. Come be a part of this change." Using this, the brand appeals for an Aatmanirbhar Bharat, in sync with the communication put for by Prime Minister Narendra Modi.

Released earlier on International Labour Day, Fruits of Labour is claimed by the brand to not be an ad. It is about the promise the brand made to the farmers about honouring their fruits of labour. The video currently has 3.5 Million views on YouTube.

To amplify the message on Instagram, the brand roped in several influencers. These included Jaideep Ahlawat and Radhika Madan. They have recently made headlines for their work in Paatal Lok and English Medium respectively. To further the messaging, they tagged more people in the caption, urging them to spread it further.

Other influencers roped in for the campaign included bloggers who often talk about parenting and lifestyle, presumably because the brand wishes to target these segments for sale conversions.

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The prominent hashtags used by the influencers for the campaign included #100PercentIndian #BNaturalFruitBeverages #BNaturalsPromisetoFarmers. Though the captions had some degree of personalisation, most spoke about the Indian connection of the brand, the main theme of the campaign.

Some influencers also posted the campaign video on Facebook.

Given how the Central Government of India is focussing its communication on asking people to support local brands, B Natural's campaign is perfectly timed. The brand's reassurance to consumers about the ingredients of their products highlights the importance of social listening.

Earlier, B Natural has worked with Milind Soman and " target="_blank" rel="noreferrer noopener" aria-label="Shilpa Shetty (opens in a new tab)">Shilpa Shetty to promote their products. The brand's positioning across campaigns remains that they don't use concentrates in their products.