Storia Foods & Beverages launches first multi-film advertising campaign for Storia Shakes
The campaign will span across OOH, digital media and on ground activations across multiple cities
Published - May 31, 2019 5:51 PM Updated: May 31, 2019 5:51 PM
Storia Foods & Beverages Pvt. Ltd., a young and disruptive F&B brand in India has today announced the launch of its first ad film led an integrated marketing campaign for their range of Storia Shakes.
The campaign will include the rollout of three ad films, each focusing on a different variant from the Storia Fruit Shakes range; Strawberry, Mango, and Banana.
Storia Fruit Shakes are a part of the company’s portfolio of one of India’s largest range of natural shakes, having the highest fruit content (As per research by MINTEL GNPD) amongst all flavored shakes currently available in India and this campaign reinforces the company’s promise of delivering the highest quality products that go through stringent controls before being packed and served to the consumers.
The media campaign designed by Publicis Beehive Communications will be seen across multiple media across OOH, digital and social media platforms with a range of BTL activations planned over a period of 2 months.
The campaign launched in May to target consumers during scorching Indian summers as Storia Fruit Shakes providing consumers with the goodness of 100% natural fruit pulp and zero preservatives. Storia Shakes, available in 9 lip-smacking flavours with Mango, Banana, and Strawberry being the highest fruit content shake- are also trans-fat free and have no added artificial colours or artificial flavours, with reduced sugar, ensuring you keep hydrated this summer without compromising on health.
Speaking about the campaign Vishal Shah, Founder & Managing Director, Storia® Foods & Beverages Pvt. Ltd said, “We, at Storia, feel great responsibility because what we serve affects our consumers’ health and lives directly. We wanted to take this opportunity to communicate to the consumers how serious Storia is to live up to this commitment, in a fun yet a very impactful way, something that most shake brands haven’t explored yet. This campaign was a great way to increase significant brand consideration by reiterating this promise that places attention to the health benefits and quality control by stating ‘Only the best fruits go into India’s Highest Fruit Content Shake’.
“Our three films are a metaphor to the levels of quality control checks that our ingredients must pass through, to be a part of the shakes. From handpicking the right age of fruits to going through different stages of washing, to parameter checks for the right nutrition value, the films communicate each part of the process in an intriguing, animated battle to ensure only the best fruits go into Storia Shakes.”
“We also wanted to take this opportunity to explore how animation was not bound for a particular age of people. In fact, the way the films are made, they could play a vital role in defining our brand ethos in years to come."
The campaign will see activation across- OOH, Digital and Social Media. The approach for OOH was to raise awareness across relevant genres & increases visibility. Billboards, bus shelters, and cab brandings in metros and key Tier I cities were used to make sure that the brand message was present everywhere. This will also include innovative designs featuring the 3 fruits- Mango, Banana and Strawberry in the centre of the story will be present at key hotspots and landmarks across Metros & Mini Metros and Non-Metros.
The campaign will be further amplified with the help of social media platforms, digital across Hot Star including the cricket world cup and YouTube in key markets. For Digital, the objective was to communicate to Storia®’s relevant audience through tight targeting & proper selection of digital platforms. In this new digital video campaign, the brand emphasizes that only the best Banana, Mango and Strawberry are part of Storia® Fruit Shakes and the 3 fruits are shown to be happy and gleeful to be a part of India’s Highest Fruit Content Shakes.
Speaking about the media campaign, Paritosh Srivastava, COO – Publicis Beehive said, "In a highly cluttered category our challenge was to create a communication as differentiated as the drink itself. The animation allows us to tell a product story in a very charming fashion with storytelling at its heart."
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