ITC’s B Natural celebrates spirit of ‘Indianness’ with digital campaign

The clip has been released on the brand’s Facebook, YouTube and Instagram handles with the hashtag #ShareAndRespect

e4m by exchange4media Staff
Updated: Aug 16, 2019 4:09 PM

ITC’s B Natural Juices and Beverages has dedicated a video to celebrate the spirit of Indianness, through a rendition of ‘Vande Mataram’. The clip has been released on the brand’s Facebook, YouTube and Instagram handles with the hashtag #ShareAndRespect.

The video opens with a product shot of B Natural Himalayan Mixed Fruit bottle, which then turns to reveal the Map of India. The view is zoomed to take the viewer inside the map of India to reveal majestic and glorious visuals of the breathtakingly beautiful Indian landscape that evoke a sense of pride and creates an instant connect with the opening verse of the song ‘Vande Mataram’.

The video thereafter makes a gradual transition to feature Indian farmers who with great care and effort till India’s abundant soil, and the ‘fruits’ of their efforts are enjoyed by the modern day consumers who represent the many happy faces across India. Through this initiative, B Natural celebrates the shared feeling of ‘Indian-ness’ that the brand takes pride in facilitating in its own way by sourcing 100% Indian fruits only from Indian farmers.

Commenting on the initiative, Sanjay Singal, Chief Operating Officer, Dairy and Beverages, Foods Division, ITC Ltd. said: “Since its inception, B Natural’s endeavour has been to redefine the way packaged beverages have been consumed in India. Last year the brand made a paradigm shift when it moved its entire fruit beverage portfolio to ‘Not from Concentrate’, which in essence meant we strengthened our long-standing relations with the Indian farmers by procuring and processing 100% Indian fruit and delighting Indian consumers with fruit beverages made truly and only from the fruit pulp, not from concentrates. This video is a reflection of our unwavering commitment towards empowering a self-sustainable economy through sustainable and inclusive value chains.”

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