After giving progressive, heart-touching campaigns like UmarBharKaVaada, RasodeMeinMardHai, Safar, Yeh Hai Badalta Bharat, Pyaar Ki Barni, and others, which not only created awareness but also broke stereotypes, we wanted to break our stereotype too! So, last year, when our client approached us for yet another product-specific campaign for Nourish, we decided to take a different approach and go a little quirky because we are an agency that touches your heart and tickles your funny bone at the same time.

But How To Add Quirk In Boring Daliya & Pulses?

We have all heard and read about how nutritious Pulses, Daliya, and Dry fruits are! Besides that, everyone can get this information through books, search engines, or even from their mums. So, the challenge was to present the nutritional benefits of the products in a quirky way that would make the audience laugh, connect, and remember the ad - thus increasing the relatability and recall value of our product.

Shetty Sisters As Brand Ambassadors?

With Shilpa Shetty already being onboard with us as the brand ambassador, we thought of getting Shamita Shetty onboard, too! Reason: Two-star siblings have never promoted an FMCG product together before; both the Shetty sisters are known for their fitness and strict diet regime and sharing a strong bond, and finally, being a cinema obsessed country we are, we always want to see the chemistry of star siblings on screen. All these factors, when combined together, spiced up with our humour, gave inception to the characters of Tunki & Munki!

But why the name Tunki & Munki?

Everyone wants to know the name of their favourite actor-actress in the house, and building on this, we took up the nicknames of the Shetty sisters and added our quirk to it! The name Tunki & Munki resonated with the audience. The characters developed, the humour added, and the product promoted worked together in camaraderie to hit our target.

Making the products stand out!

What's the first thing that comes to your mind when you see a bodybuilder? Gym freak and Protein powder, Right? But in reality, Daliya and pulses are equally nutritious and help you fulfil your daily protein consumption needs. We added our quirks in an 'Akhada' and presented how wrestlers can be benefitted by eating Daliya. Similarly, we took the pain point of various products, e.g., the Nourish Unpolished Pulses range, Dry Fruits Range, and Easily digestive and fibre-rich wheat flour, and presented it with our quirk - making it memorable and raising awareness about the products.

Reaching the target audience

We started with a series of TVC and DVC and made sure that every stone was turned on to make it reach the maximum number of people. While it was broadcasted in Prime Time slots on Television, it was equally promoted on Youtube and gained over 22 million views on Youtube. For other social media platforms like Facebook, Instagram & Twitter, we went with creative posts, reels, shorts, online quizzes, and meme marketing to promote it among all age groups and increase Engagement.

Conclusion

By strategically putting out the TVC & DVC and simultaneously promoting it across all the social media platforms, we were able to tickle the funny bone of our audience and make them aware of the nutritional benefits of the so-called "boring foods". The quirkiness in the campaign provided a new flavour to the various campaigns we have run so far. It resonated with the people, raised awareness, and made them laugh - thus making this campaign an award-winning one. We are dedicated to bringing out the best to serve our client's objectives in innovative and unique ways that remain etched in people's minds. We are Leads Brand Connect, and we break stereotypes - one at a time!