Mumbai: Blue Tribe, a plant-based food innovation brand, has launched a new ad campaign featuring Anushka Sharma and Virat Kohli. The couple, known for their commitment to sustainability, represents Blue Tribe's goal of mainstreaming plant-based eating.
The campaign promotes the benefits of plant-based options, focusing on the brand's latest product — no maida Soya Chaap. Made from soy flour and wheat flour, this ready-to-eat product offers a protein source that can be used in various Indian dishes like curries, biryanis, and kebabs. After six months of trials, Blue Tribe has introduced flavors such as achari, tandoori, and afghani, which are precooked and can be quickly heated in a microwave.
The ad highlights Blue Tribe’s dedication to offering tasty, nutritious, and eco-friendly plant-based alternatives.
Speaking about the campaign, Virat Kohli shared, "We are thrilled to present this plant-based food innovation that helps bring a crowd favourite like soya chaap in a high protein, hygienic form that is also affordable and convenient."
Anushka Sharma added, “We are happy to see Blue Tribe begin this new chapter where they have come up with tasty and familiar plant-based products like soya chaap with better nutritional profiles and in affordable and convenient packs.”
Blue Tribe founder Sandeep Singh said, “We are thrilled to launch Soya Chaap, we have already started getting positive response to these products which underscores the market’s need for a trustworthy and hygienic alternative.”
The campaign has been rolled out across multiple platforms, including YouTube ads and social media, on 27 August, 2024.
With this campaign, Blue Tribe aims to reach a wider audience and reinforce its position as a leader in the plant-based food industry.
