Ranveer Singh, the captivating star of Bollywood, has joined forces with Britannia NutriChoice, a leading name in its field, to introduce a captivating new advertising venture called #FeelTheFit. Devised by the creative minds at Lowe Lintas Bangalore, this campaign seamlessly resonates with the brand’s dedication to advocating smart choices. It aims to highlight the remarkable power of making small strides towards embracing a healthier lifestyle.
The #FeelTheFit initiative is tactfully crafted to inspire individuals to remain dedicated to their journey of overall health and well-being. It emphasizes that every effort, regardless of its size, signifies advancement in the correct direction. The campaign aims to shift the conversation away from solely concentrating on the end goal, and instead, concentrates on the positive feeling that accompanies each virtuous choice.
The campaign consists of two cinematic creations where Ranveer embodies a metaphor, representing the feeling of being “fit waali” (associated with fitness) that individuals encounter when they make a virtuous decision – like opting for NutriChoice as their preferred snack. The core idea behind the TV commercials is to delve into the concept that a seemingly simple yet wise decision holds the capability to instill within us a deep sense of self-value.
Amit Doshi, CMO at Britannia Industries said, “In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey – be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is.”
Arpan Bhattacharyya, Executive Director and Head of Creative (Copy) Lowe Lintas, Bangalore said, “Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done.”
Through the #FeelTheFit movement, Britannia NutriChoice aims to inspire millions to recognize the significant impact that small, positive decisions can exert on their overall well-being. By selecting Britannia NutriChoice, individuals can relish the same feeling of fitness portrayed by Ranveer Singh in the campaign. Britannia NutriChoice remains dedicated to providing consumers with a diverse range of wise choices, including options with zero-added sugar such as Digestive Zero biscuits and Sugar-Free Crackers, along with delightful cookie selections like NutriChoice Seeds cookies. Additionally, the brand has notably transitioned to using ‘0 percent Maida’ in the majority of its product offerings.