DIGITAL
Establish connection with the urban consumer through mini web series.
CLIENT:
GOODLIFE
YEAR:
2022
DEPARTMENT:
DIGITAL
Nandini is the flagship brand of Karnataka Milk Federation, the second-largest dairy in India and Nandini Goodlife is a brand packed exclusively in Tetra Pak cartons. Three variants of Nandini GoodLife are available: Regular Toned Milk, Nandini Slim, and Nandini GoodLife Gold.
OBJECTIVE:
Nandini is the flagship brand of Karnataka Milk Federation, the second-largest dairy in India and Nandini Goodlife is a brand packed exclusively in Tetra Pak cartons. Three variants of Nandini GoodLife are available: Regular Toned Milk, Nandini Slim, and Nandini GoodLife Gold.
STRATEGY:
The major customer base of Nandini GoodLife milk variants belongs to the urban diaspora who are concerned about their health, are having an extremely busy lifestyle, and choose convenience as a must-have quality. In order to relate to them and touch their lives,
a short video series was planned that revolves around the lives of a young couple, Nikhil and Neena, and their families. Through them, we attempted to explore the life of the urban consumer. The concepts also featured their family members in subplots covering Nandini GoodLife’s other active customer demographic.
The thirteen videos revolved around the lives of Nikhil & Neena, and their families and also showcased different variants of Nandini GoodLife and its impact on their lives.
EXECUTION:
The video series was shot in association with a leading production house in Kerala and it was circulated on Facebook, Instagram & the YouTube Accounts of Nandini GoodLife. Strategic paid promotion efforts were carried out in these channels for maximizing the video views & reach.
IMPACT
11 Million Reach
8 Million - Video Views
8 Million - Video Views
THE COMPLETE SERIES
The 13 videos part of the campaign can be seen below:
Start a good life with Nandini GoodLife
Nandini GoodLife, a hassle-free life
Good ideas from a good life
Nandini GoodLife, Good and Better
Re-energize with Nandini GoodLife
Nandini GoodLife, get more from life
Live a full life, with Nandini GoodLife
Your night life, with Nandini GoodLife
Turn Life Around, with Nandini GoodLife
Nandini GoodLife, for New Beginnings in Life
Nandini GoodLife, for Good Days and Good Nights
Nandini GoodLife, for a New Life
Nandini GoodLife, all your life
CLIENT TESTIMONIAL
In association with Tetra Pak India & Ayruz Data Marketing, we made 13 videos that depicted a family and how Nandini Goodlife UHT milk in Tetra Pak became an integral part of their daily life. These videos were promoted on social media and received rave reviews and wide visibility.
Sathish Kumar MS,
Joint Director – Karnataka Milk Federation.
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