Nutrition Ki Sargam
The brand Anthem of Nourish was composed to convey Nourish’s brand promise of Nutrition Ka Vaada. This brand anthem was sung by renowned singer Kailash Kher and launched on the social media handles of Nourish. A campaign was conceptualized around the anthem. The idea was to create an online music contest for 6–18-year-old musical talents.
A one of a kind online singing and music competition - ‘Nutrition ki Sargam’ was a campaign where you need to either sing the Nourish Brand anthem song or play it on your favourite instrument.
The concept was unique and interesting. - Mr. Kailash Kher launched the Nourish Brand Anthem Song sung by himself. The contestants had to listen to the Nourish song and sing the same song in their own voice or play it on any instrument. They had to create a video recording of their performance and submit the same online as their entry to the competition.
The Nourish Brand Anthem song was available on www.nourishstore.co.in along with social media channels of Mr. Kailash Kher as well as of Nourish. All interested participants had to register online on the event microsite and upload their video entries on the same microsite.
Right after the launch of the Brand Anthem for Nourish, entries started pouring in from 6th October 2020 onwards. A dedicated team was set up to handle queries, entries and assistance. The dedicated micro site which was created gathered entries and video submissions. Of thousands of these entries received, 90 made the cut to the Battle Round.
30 selected entries in each of the three categories qualified for the Battle Round where they performed against each other. Following the social distancing norms, Battle Round auditions were conducted live on zoom. In this phase, the audience also voted for their favorite performers.
From these 90 contestants from the Battle Round, the top 9 finalists were selected based on audience votes as well as jury decision. These top 9 finalists then interacted with Mr. Kailash Kher in a Facebook Live event and then he announced the winners.
The Winner of each category got a chance to meet Kailash Kher in person who also awarded them with trophies and cash prize.
While the contest was for all children, we understood that not all kids, especially those from the rural lanes of India, may have access to digital technology. So, the contest was taken on ground with the help of Nourish vans that ran across lanes of remote rural regions where they gauged raw talent and recorded videos of rural kids singing Nourish anthem. These videos were then uploaded as their entries for the contest.
From the lockdown times, consumption of digital content was skyrocketing. And so it made all the more sense to promote and push the contest online. Various ad campaigns were launched on social media and search engine media. Since influencer marketing increases brand awareness and drives more traffic to the website, we collaborated with influencers who got us exposure and resulted in the high quality and authentic backlinks that were beneficial for the ranking and visibility’.
Print media was extensively used to Call for entries to the Nourish Nutrition Ki Sargam contest. We ran full front-page ads in major dailies across North India to get maximum exposure and reach. Radio ads were aired across the Hindi speaking belt to get the contest message across.