MUMBAI: Storia Foods & Beverages Pvt Ltd announced the launch of its first ad film-led 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.
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 the scorching Indian summers as Storia Fruit Shakes providing consumers with the goodness of 100 per cent natural fruit pulp and zero preservatives.
Speaking about the campaign, Storia Foods & Beverages Pvt Ltd founder and managing director Vishal Shah 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 living 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’.”
He further added, “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 Hotstar 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.
Speaking about the media campaign, Publicis Beehive COO Paritosh Srivastava 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."
