Nutrition Ki Sargam
A brand Anthem of Nourish was composed in order to convey Nourish’s brand promise of Nutrition Ka Vaada. This brand anthem was sung by Padmashree Kailash Kher and launched on the social media handle of Nourish. A campaign was conceptualized around the anthem. The idea was to launch an online music contest for 6–18-year-old musical talents.
Brand Strategy
Online promotions - Since the pandemic hit, social media had boomed. The consumption on digital platforms was skyrocketing. And so it made all the more sense to promote and push the contest online. While physical communication was at halt, the radio had been a popular and timeless communication front. We capitalised on this and ran radio ads to get the contest across. Another added advantage being that radio still has the power to reach a larger mass even in the remotest of regions.
Digital
The Brand Anthem of Nourish was composed in order to convey Nourish’s brand promise of Nutrition Ka Vaada. This brand anthem was then sung by Padmashree Kailash Kher and launched on the social media handle of Nourish . A campaign was conceptualised around the anthem. The idea was to launch an online music contest for 6–18-year-old musical talents. Right after the launch of the Brand Anthem for Nourish, entries started pouring 6th October, 2020 onwards, in thousands. A dedicated team was brought in place to handle queries, entries and dedicated assistance. The dedicated micro site which was created gathered entries and video submissions from thousands. From thousands of these entries received, 90 made the cut to the battle round.
Experiential
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 understand technology. This is when Nourish vans were launched. These vans ran across lanes and remote rural regions where they gauged raw talent from the roots. We also launched our first Exclusive Nourish store during this time and gave the winners of the Nutrition Ki Sargam Contest a chance to meet Padmashree Kailash Kher in person who also awarded them with the cash prize as part of the contest. 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’.
Press Release
Print still being a medium running parallel and strong with the digital front, we ran full front page ads to get maximum exposure and reach. With more than 100+ PR Links both print and digital, we strategized on getting PR exposure that became linkable assets to the entire event.
