Grey advert for ITC challenges the consumer’s belief about fruit juices

13 Apr,2017

By A Correspondent


Grey Group has unveiled a TVC-led campaign for ITC Food’s recently launch B Natural.


The commercial, conceptualised and executed by Grey India, challenges consumer’s longstanding notion that every juice they pick up is pure.


Said Sanjay Singal, Chief Operating Officer, Dairy & Beverages, ITC Limited:“Team Grey has really addressed the challenge of communicating a product story in a refreshing and engaging manner using the yoga concept and leveraging our new brand ambassador”


Added Gautam Bhasin, Senior Creative Director – Grey Group Bangalore: “The creative challenge was to deliver a strong message about other juices containing concentrate in an entertaining and effective way without losing its core essence. And having Shilpa Shetty add a twist to how we know yoga became the answer.”


Added Vishal Ahluwalia, Vice President – Grey Group Bangalore: “The task for Grey was dual, launch B Natural 100% Pomegranate juice and bust the myth around juices with concentrate.  The common category belief is that all juices are made from fruit pulp. While we were disrupting the category the execution also had to be disruptive and visually delightful for the consumers to take notice. The campaign is surely going to make us think on how we perceive and receive juices and hopefully resolve the conflict by sipping onto a new pack of B’Natural 100% Pomegranate juice!”


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