How Nourish distributed its Raksha Bandhan campaign through a social media & digital PR push

Nourish spread the sibling bond with their Raksha Bandhan campaign, #UmarBharKaVaada, on television and social media platforms. The campaign got 43,486 pageviews on the Nourish Store Website.

Nourish is an FMCG Food products brand from BL Agro Industries Ltd. The brand aims to raise awareness about healthy nutritious eating habits by making nutrition part of everyday meals. The grocery brand has been advertising aggressively across all media for the last two years with fitness icon Shilpa Shetty being the face of the brand.

Brand Introduction

Nourish believes that a nation should grow in health, and while most consumers today are much aware of good eating habits, and choosing products wisely, it does more often than not become a struggle to find the right ones. At Nourish, the brand is putting an end to this search. They are trying to bring all essential groceries to one place – that is healthy, nourishing, and enriching. 

Summary

Just like certain flavours and tastes leave a permanent and unforgettable mark in our hearts, the connection of a brother and sister is eternal. With Raksha Bandhan, Nourish decided to create something to celebrate the same. 

Brief & Challenges

When we talk about Raksha Bandhan the internet every year is flooded with rakhi commercials showing the same celebrations followed by dining and gifting. The management wanted to cut this clutter and yet bring out the emotion  

Leads Brand Connect was given the same vision and understanding of the need of creating a stand-out campaign, which is when they conceptualized Umar Bhar Ka Vaada – and more so decided on getting the same story told with not young but senior characters. The concept resonated well with the idea of Nutrition Ka Vaada – a promise forever and it made the audience cry and connect with their siblings sharing their memories.

The campaign placed senior characters like Arun Bali (a veteran actor aged 85) and smoothly introduced the timeless love for kheer over old memories bound by play (sache bachpan ke khache khilone, lauta bachpan dekho laute khilone). 

Also Read: Kaustuv Paliwal shares insights on how MuscleBlaze opened a conversation for women into fitness

Execution

The TVC was launched on YouTube and simultaneously ran across the brand’s social media platforms, OTT and radio.

To promote the campaign further, SEO-based articles were contributed on external platforms like Quora and Scoop It.

A PR strategy was also built around the campaign which got the thought covered by names like Financial Express as Work That Speaks and acknowledged by names like Karthik Srinivasan.

To keep the thought going beyond the Raksha Bandhan week, Leads Brand Connect devised a contest around #UmarBharKaVaada where interesting questions from the entire DVC were posted and users were asked to engage in the comments of the brand’s social media handles.

Results

NourishStore was trending on Google Trends (During Campaign Promotion). The campaign got 43,486 pageviews on the Nourish Store Website (12th August) and received 79000 + organic impressions on the Nourish store over three days of the campaign.

YouTube

• Video Views above – 1.5M 

• Impressions – 2.13M

• VTR – around  50% 

Facebook & Instagram 

• Impressions – 1.7M

• Views – 3.6L

• Engagement Rate – 20.8%

• Reached over – 1.62M

Share Chat

•          Impressions – 5.5 M

•           VTR – around  67%