Friday, January 18, 2019


Saffola, WATConsult launch Beat the Crave campaign for healthy lifestyle
Monday, 07 May, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Marico’s Saffola and Dentsu Aegis Network’s WATConsult, digital and social media agency, has launched Beat the Crave, a new campaign for the former’s newly-introduced offering, Saffola Active Slimming Nutri-Shake. It is a first-ever audio-driven digital initiative that aims to distract the audience from unhealthy food cravings.

The campaign undertakes an array of social media activities, along with a microsite that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan.

The microsite will have multiple audio skits, also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.
Rajiv Dingra, founder and chief executive officer, WATConsult, said, “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of craving. But if a person can distract his/her mind for about three minutes, he/she can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food versus the weight loss goals, we created a digital friend who helps people Beat the Crave.”
Sanjay Mishra, chief operating officer, Marico Limited,  said, “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts towards slimming.  So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options.”

The campaign also features several personalities from different walks of life who have been roped in to join the Beat the Crave way. Healthy alternative recipes are also on offer to beat those cravings.
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