Campaign details
Brand: Smart BalanceBrand owner: EmamiEntrant company: McCann, GurgaonMarket: IndiaSector: Dairy products, fats, oilsMedia channels: Online video, Print - general, unspecified, Product placement, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Emami was launching Smart Balance Immunity Boosting (SBIB) Cooking oil at a time when the market was already overflowing with products that promised immunity. Immunity building was a task that was necessary but due to new, unfamiliar, and complex means of gaining immunity, had become a
sporadic chore. By understanding that immunity...