Britannia Nutrichoice faced the challenge of standing out in a cluttered fast-moving consumer goods (FMCG) market where competitors made similar health claims. To break through, the brand leveraged the high public interest in celebrity ambassador Ranveer Singh and his wife Deepika Padukone's pregnancy rumors by creating an innovative "30Sec Poster" campaign. Using AI-powered mixed reality technology, Nutrichoice transformed static retail posters into interactive digital experiences activated through QR codes. When scanned, the unbranded poster featuring Singh with the teaser "I've Got News" came alive in 3D, with Singh delivering the brand's key message about Nutrichoice being made from 100 percent whole wheat and 0 percent refined flour. This seamless integration of retail and digital media generated significant consumer engagement, with over 43,000 QR scans in a single day and a total reach of 91.7 million people — far exceeding the campaign's physical retail footprint.
The primary objective was to increase brand awareness and consumer engagement for Britannia Nutrichoice by leveraging the high public interest in Ranveer Singh and Deepika Padukone's pregnancy rumors. The campaign aimed to break through the clutter in the FMCG sector, where all brands were making similar claims, by creating a unique and interactive experience. By integrating AI-powered mixed reality technology, Nutrichoice sought to transform a static retail environment into a dynamic digital interaction, highlighting the brand's distinctive 100 percent whole wheat proposition.
This was the first year of the campaign, designed to address prevalent consumer behaviors such as ad-skipping and the overexposure of celebrities. The FMCG retail space is crucial for Nutrichoice, but it's highly cluttered with every player making similar claims about health benefits. The strategy aimed to break through this clutter by leveraging AI technology and timely celebrity rumors. By integrating a digital experience with a trusted retail medium, Nutrichoice sought to enhance consumer engagement and drive sales, distinguishing its unique selling proposition of being made from 100 percent whole wheat.
The campaign targeted health-conscious consumers aged 25-45, primarily from urban, middle to upper-middle-class segments. These consumers are tech-savvy, frequently use smartphones for various activities, and are highly influenced by celebrity endorsements. They seek healthier food options and are likely to switch brands for better quality and authenticity. With 86 percent of Indians trusting their local kirana stores (neighborhood grocery stores) for daily shopping needs, achieving visibility in this retail environment was crucial for the campaign.
The creative strategy focused on three key elements:
The media strategy leveraged the trust and popularity of local kirana stores while enhancing the static retail environment with interactive digital technology. This approach capitalized on both the credibility of traditional retail and the engagement potential of digital media, creating a seamless online-to-offline experience that resonated with the target audience's shopping habits and technological familiarity.
The execution centered on transforming the static nature of retail environments while capitalizing on their popularity in India, where consumers enjoy visiting stores for an immersive experience. The campaign created an unbranded visual for the ad, ensuring it would capture attention rather than be ignored in a cluttered retail space.
By leveraging the high curiosity around Ranveer Singh and Deepika Padukone's pregnancy rumors, Nutrichoice ran posters featuring Singh with the message, "I've Got News — Scan the QR code to unmute me." This approach built significant curiosity, as the celebrity couple's announcement had generated substantial public interest.
The enabling technology, an AI-powered mixed reality camera, was integrated into the marketing strategy to transform a retail ad into an interactive digital experience. When consumers scanned the QR code, the otherwise static 2D ad came alive, playing a 3D video in which Singh educated them about Britannia Nutrichoice's unique proposition of being made from 100 percent whole wheat and 0 percent refined flour.
This sophisticated use of media ensured a seamless transition from offline to online, providing a unique consumer experience. The campaign creatively leveraged the strengths of retail media's trust and digital media's interactivity. The technology was well-matched to the target audience, who are both tech-savvy digital content consumers and frequent kirana store visitors. This innovative approach set the campaign apart, ensuring high engagement and effectiveness in a market where traditional advertisements often go unnoticed.
The campaign achieved remarkable results, significantly exceeding its objectives in terms of brand awareness and consumer engagement:
Most impressively, while the physical reach of the three retail stores was just in the hundreds per day, the campaign reached 91.7 million people by combining the power of retail and digital media. Instead of consumers skipping ads — a common behavior — over 43,000 people actively engaged by scanning the poster and watching the mixed reality video.
The campaign generated significant organic interest, with influencers and creators spontaneously creating content featuring the campaign and posting it on their social media handles. This widespread curiosity about Britannia Nutrichoice led consumers to search for more information about the brand, resulting in a 38 percent increase in search trends following the campaign.
The success of this initiative demonstrated the potential of integrating advanced technology with traditional media, influencing future marketing strategies in the FMCG sector. By transforming a static retail environment into an interactive digital experience, Nutrichoice effectively communicated its unique selling proposition and distinguished itself in a cluttered market.
