Soulfull- the delicious millets based snacking brand, has unveiled its second video of their digital campaign #ShakeYourHungerAway for the launch of Smoothix, an instant drink mix for today’s health-conscious consumers. The campaign is in tune with Soulfull’s strategy of encouraging healthy living among consumers by providing the goodness of ancient Indian grains such as millets in an all-natural, easy to consume and tasty product. The narrative of the campaign through a humorous approach throws light on workaholic consumers who are completely engrossed in work but often overlook mealtimes. The campaign is launched with a digital video focussed on consumers leading an active lifestyle and planning their day but not their meals. It focuses on highlighting the message that the world does not pause because you are hungry…hence Smoothix, just #ShakeYourHungerAway whenever it strikes – an instant drink mix which gives you the goodness of 12 Indian super grains.
The second video in the series begins with a man running late for work and steps out of the house with an empty plate, which is then gets filled ingredient by ingredient with the help of members of his building to create the perfect breakfast sandwich for him. As he boards his office cab, the entire building is in applause for having created his perfect breakfast. However, that is a far cry from reality and the world will not stop for your hunger. The video ends positioning Smoothix as the quick solution for consumers are hard pressed for time and easily fix their hunger worries with Smoothix. Just Add. Shake. Sip and Go.
The two digital videos of the series have explored two different hypothetical situations wherein working consumers who often overlook their meals due to hectic lifestyles are presented with Smoothix as the instant solution to their hunger pangs.
The digital campaign will be launched across social media handles of the brand. The brand also plans to connect with consumers through contests and activities. They will be promoted across multiple platforms such as news, sports, entertainment and other high-affinity genres for audiences. The brand will also be undertaking offline promotions through print media, radio associations and on-ground activations. The brand has also created a special microsite and social media handles (Instagram and Facebook) for the product launch.
The digital campaign is conceptualised and executed by People Design &Communications India Pvt Ltd.