Amway Nutrilite: Reconnect with Yourself

Company Brief

National, February 20, 2014

NUTRILITE, the world’s No. 1 selling vitamins and dietary supplements brand from Amway, launched a new piece of communication that compels you to re-connect with your true inner self.

Conceptualized by Rediffusion-Y&R, the campaign hinges on the idea that many of us have lost touch with our inner selves by being consumed by our hectic urban lifestyles.

The film features several individuals who are going about their daily chores when they are suddenly confronted by the loss of their early passions or dreams. For example, a mother who is busy dropping her kids to school is suddenly reminded of her passion for playing the sitar when she spots a young girl carrying the musical instrument. Another character is travelling on a train to work when he spots a group of motor-bikers at the railway crossing. He is sadly reminded of his “lost motor biking” days. Towards the end of the film, a voiceover explains how people tend to forget their own selves as they go about the daily grind. It then introduces NUTRILITE’s health supplements that can make people healthy and energetic, so that people can re-connect with their real and natural selves.

Talking about the brief for the campaign, Deepali Shukla, Regional Head, Nutrition for Amway (Europe, India and Africa), said: “The current mindset of people is to perceive supplementation as curative – something you take as a remedy to a deficiency or a medical condition. We wanted to change that mind set to one that is preventative, where nutritional supplements are taken to stay healthy every day and to enjoy a better quality of life.”

While the awareness about Nutrilite being a world leader in organic nutrition supplementation for over 75 years now was fairly widespread, the brand wanted to build awareness around our hectic lifestyles and how this impacted diet and health. Nutrilite’s supplements help fill in the nutritional gaps in our diets to maintain a full and active lifestyle. The campaign also hints at the all-natural and organic qualities of NUTRILITE’s products by using the tagline “Connect with the most natural you.”

“Most of us are just so caught up in meeting our daily demands at work and life that we have completely lost touch with what we really dreamed for ourselves. So in a way, we have lost a version of ourselves somewhere along the way. While we cannot turn back the clock, what we can do is refocus on ourselves today. Nutrilite’s products can rejuvenate you with enough health, energy, and wellbeing to allow you to squeeze an extra few moments doing what you really wanted to do with your life, thus helping you reconnect with your true inner self,” says Chraneeta Mann, National Creative Director - Regional, Rediffusion-Y&R.

The campaign is currently on air and will be supported by digital, print, and outdoor billboards.

Credits:

Vishal Aneja - ‎Head, Marketing Communications - Amway

Chraneeta Mann - National Creative Director (Regional), Rediffusion-Y&R

Copywriter: Chraneeta Mann

Art Director: Deepti Duggal

Account management:

Amrita Bhadury

Sukriti Rishi

Production House: Little Lamb Films

For further information, please contact:

Rediffusion Dentsu Young & Rubicam Pvt Ltd,

Jerry Johnson

Mobile: +91 9930312685

Email: Jerry.Johnson@rediffusionyr.com