Real Activ: A Healthy Leap

By Saumya Tewari , afaqs!, New Delhi | In Digital | February 26, 2015
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Dabur's packaged fruit and vegetable juice brand urges consumers to take a step towards leading an active, healthy life in its latest digital campaign.

An urban lifestyle is demanding. With professional and personal commitments, people usually tend to ignore their 'personal fitness' while leading hectic lives. Taking cue from this lifestyle insight, Dabur's packaged juice brand Real Activ has launched a digital campaign #WalkToTheMoon, targeted at consumers in the 25-44 age group.

The colossal distance between Earth and the Moon is 3, 84,400 kilometers. The campaign is aimed at virtually covering this distance over a period of 45 days, since the launch on December 26, 2014. Each comment was counted as a step equal to 50 KMs. In over a month's time, this distance was covered with over 19,000 conversations from Facebook, Twitter, and the brand's website. Almost 8,000 people took their first steps towards leading an active lifestyle, and realised their place in their personal and collective #WalkToTheMoon.

Real Activ's Walk with me digital film

A screenshot of Real Activ's microsite of Walk to the moon campaign

The brand has launched a digital film featuring the real life story of an entrepreneur Manal Farooq from Mumbai. The film captures his personal feats, post adopting an active lifestyle, and inspires viewers to quit postponing and take their first steps. Much like the campaign, the film inculcates the habit of indulging in not only physical exercise but also good eating habits.

Mayank Kumar

Partho Sinha

Shekhar Suri

Real Activ has also created a dedicated microsite which carries the online engagement, information about fruit juices, and articles on staying active, and has had over one lakh unique visitors. The campaign followed a mix of social media promotions and impact advertising on Yahoo! and MSN, and got around 15,000,000 impressions.

Mayank Kumar, senior marketing manager, Dabur, says that the brand's core TG is health and fitness seekers, people who have incorporated or are trying to incorporate a healthy and active regimen in their lifestyle.

"This campaign is an attempt to inspire these people to make a pledge to be active, and to belong to a group. It's a movement that we have started, whereby we wish to help these fence-sitters make that transition in their lives," he says.

Kumar informs us that fruit juices are more popular and acceptable across all age groups in India than vegetable juices, which have their own loyal consumers.

Talking about the insight behind the campaign, Partho Sinha, NCD, DigitasLBi, says, "Keeping the core communication of Real Activ - "Come on Get active", the campaign inspires Indians to stop postponing and urges them to join the 'Get Activ' movement and take the first step. And, collectively, when we take our first step, we shall cover the distance between the earth and moon- #Walktothemoon."

Shekhar Suri, agency head, DigitasLBi, adds "The digital film has been viewed more than three lakh times, while the website for the brand which carries the online engagement has had over one lakh unique visitors."

Real Activ offers a wide range of 100 per cent juices in flavours including orange and apple. It also offers fruit veggie juice, superfruits juice, fiber+ juice and coconut water juice.

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