Soulfull introduces instant drink mix Smoothix

Launches #ShakeYourHungerAway campaign to encourage people not to skip meals because of tight schedules

e4m by exchange4media Staff
Updated: Feb 8, 2019 4:28 PM

Soulfull, the millets-based snacking brand, has unveiled its digital campaign #ShakeYourHungerAway for the launch of Smoothix, an instant drink mix for health conscious consumers. 

The campaign is in tune with Soulfull’s strategy to encourage healthy living among consumers by providing the goodness of ancient Indian grains such as millets in an all-natural, easy to consume and tasty product. 

The narrative of the campaign throws light on workaholic consumers who are completely engrossed in work and often overlook mealtimes. 

The campaign has been launched with a digital video focussed on consumers leading an active lifestyle and planning their day but not their meals. It focuses on highlighting the message that the world does not pause because you are hungry. 

The videos play on the thought of the campaign - Why let hunger stop you? The video ends positioning Smoothix as the quick solution for consumers who can gain the benefits of ancient Indian grains without added sugar by simply adding water/milk and enjoying their shake. 

The brand plans to launch few more videos in the near future with different characters in the same context in a bid to create conversations around healthy snacking even with hectic schedules which is relevant to the target audience. 

The digital campaign will be launched across social media handles of the brand. The brand also plans to connect with consumers through contests and activities. They will be promoted across multiple platforms such as news, sports, entertainment and other high affinity genres for audiences. 

The brand will also be undertaking offline promotions through print media, radio associations and on-ground activations. The brand has also created a special microsite and social media handles (Instagram and Facebook) for the product launch. 
Speaking about the campaign, Prashant Parmeswaran, CEO & co-founder, Soulfull said, “At Soulfull, we believe in harnessing the power of ancient Indian grains such as millets to create innovative food products which are tasty without compromising on the nutrition aspect. The #ShakeYourHungerAway campaign for Smoothix focuses on consumers who want to take care of themselves but are not able to do so because of their hectic schedules. The ad is a light-hearted take about taking your nutrition in your hands and that nutrition can be fun too.” 

Highlighting the thought behind the campaign, Rajeev Ravindranathan, Founder & CCO, People Design & Communications India Pvt Ltd added, “Soulfull Smoothix is a curious animal. It’s a hunger buster unlike any other. Made of 12 super grains that are nearly impossible to consume otherwise. And here you go, a cool shaker which can whip up a healthy tummy filling, soul massaging beverage in seconds. With such a strong product story, all we had to do was position it to the right people-the busy and loving it bunch who simply do not have time to deal with hunger in the middle of crazy routines, unless they turn to unhealthy options. And that’s how our videos pretty much wrote themselves.”

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