Nutralite's 'Slimming Ganesha'

By Aditi Srivastava , afaqs!, New Delhi | In Advertising | September 25, 2015
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Nutralite has set up a holographic Ganesh pandal, called 'Health Cha Shree Ganesh Pandal', at Growel's 101 Mall in Mumbai's Kandivali.

Keeping its promise of promoting good health and fitness, Nutralite's 'Health Cha Shree Ganesh' is back with India's first holographic Ganesha. The holographic Ganesh pandal has been set up as 'Health Cha Shree Ganesh Pandal' at Growel's 101 Mall, in Mumbai's Kandivali area. The campaign is aimed at health and fitness oriented audience.

Devotees visiting the pandal need to work out and donate calories helping Lord Ganesha reduce his calorie count every passing day. The calories lost by the devotees are being tracked real time via calorie metre provided to the devotees. The workout has been facilitated at the temporary gym created inside the pandal, in collaboration with Gold's Gym. The devotees need to burn close to 50,000 calories during the 11-day event, in order to see the unique ripped-up, fitter avatar of Lord Ganesh on the 11th day.

People tend to postpone getting healthy either to the New Year or next Monday. With 'Health Cha Shree Ganesh', Nutralite wants people to start now by exercising on the spot and donate calories to Ganesha. The objective is to trigger a behaviour change by asking people to adopt a healthier table spread which does not compromise on taste.

Aneil Deepak

In 2014, DDB Mudra Group and Nutralite revolutionised the way India prayed to Lord Ganesha during Ganesh Utsav by presenting Ganesha with six-pack abs.

Urvi Vira

The campaign is being promoted across billboards, ambient media, mall media and social media. Growel's 101 Mall was chosen because it ensures high footfall, ease of visit and has sufficient space. Zumba dance, power yoga and aerobics sessions have been organised at the venue. In collaboration with the health partners Wockhardt Hospitals, a team of doctors, dieticians, health counselors and nutritionists will be present at the pandal to carry out free health check-ups and give advice on healthy lifestyle on all 11 days.

The campaign has been conceptualised and executed by DDBMudraMax, Musion Technology, OneFilm Company and Tonic Media. The campaign has also been promoted on Facebook

Shraddha Seth

Shraddha Seth, vice president, sales, operations and marketing, Gold's Gym India, says, "Obesity and overweight ratios are increasing day by day. This is due to sedentary lifestyle and fast, fun food culture taking a toll on health. It's important that every individual gets engaged in some form of fitness programme and eats right; failure to do so could lead to increase in lifestyle-related diseases."

Sachin Dingankar

Sachin Dingankar, marketing head, Nutralite, says, "Nutralite has a brand promise to be the 'Healthier Choice' and we believe in encouraging consumers to live healthy. 'Health Cha Shree Ganesh' is a unique concept which fits well with Nutralite's brand promise. We strongly felt that it would be a perfect opportunity for a brand like ours to get associated and convey the importance of good health to consumers."

Aneil Deepak, head of ideas, DDB MudraMax, says, "The holographic technology being used for Lord Ganesha is a first of its kind. A Ganapati who gets fitter by the day is a sight and a memory to cherish. Over the years, we have seen many pandals that have spent and donated millions; we are the first to spend calories towards the Lord. 'Health Cha Shree Ganesh' has set new benchmarks in promoting health and fitness."

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