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Nilon’s India launched its latest campaign, ‘GGP Hai Toh Jahaan Hai'
Thursday, 18 February, 2021, 15 : 00 PM [IST]
Our Bureau, New Delhi
Nilon’s India has launched its latest campaign Nilon's Ginger and Garlic Paste (GGP) Hai Toh Jahaan Hai, talking about the benefits of the paste over traditional methods of peeling, cutting and chopping garlic and ginger.

For the youth of the country who are always hustling with work, family and household, there is always some space for humour. The company took note of this and introduced two lovable characters of kitchen-fiction, ginger and garlic in its campaign that aims to highlight their inseparable friendship in the mind of the millennial.

With most people spending time in the tedious task of cutting, chopping and peeling garlic and ginger, the company saw it as a perfect opportunity to bring into the lives of the new-age consumer, the paste, that makes their life easy and weighty through its cold-grinding process, taste, convenience and health. Line-art and witty realistic copies were used to bring alive the most common ingredients in the daily cooking routine of our Indian kitchens.

Rajheev Agrawal, director and CEO, Nilon’s, said, “Nilon’s has always tried to reach the space in consumers’ kitchen not just physically but through stories and conversations as well. Our very own ginger and garlic that are acquainted with people who cook and even the first-time cooks, have won the hearts of people through their humour and style. We aim to be friendlier and more approachable with this campaign and acquaint millennials with the benefits of having ginger and garlic paste with it.”

Gone are the days of one activity digital campaign. The two month-long campaign has all the blockbuster ingredients- a marriage, a melodrama of a TV series, a quirky love story, couple challenges, filmy dialogues and a lot of tongue-in cheek humour. This campaign saw lots of funny and interesting conversations as comic strips between ginger and garlic, much- loved content creators acing with cookery and drama, a crowd-sourced dialogue-baazi, more comics, and more content creators connecting with the audience with their skills at the kitchen counter.

Gopal S Krishnan, founder and MD, M&C Saatchi February, said, “Characters that have depth to them have always been loved by the audiences. With Nilon’s, our aim has been to seep into the hearts of our consumers with drama and give them relatable and fresh content that they can enjoy while applauding the benefits of our product. With the duo of strong ginger and healthy garlic making everyday kitchen life interesting, we have ensured that the adorable characters designed by Rajdeep, our Digital Art Lead, are remembered for a long time to come, along with the unique benefits of the ginger and garlic paste.”

The company made sure that the self-deprecating ginger and garlic win the internet with their humour and benefits of course. The campaign was executed at a time when people were stuck at home, and the ginger and garlic paste comforted all of us with its health benefits and convenience. The campaign was received whole-heartedly by the audience and has already reached the screens of over 26 million Indians. It’s safe to say that they enjoyed the message of #NilonsGGP Hai Toh Jahaan Hai campaign.
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