Our idea was to celebrate Nestle’s 100th anniversary in India and reaffirm our philosophy of good food, good life for the next 100 years to come. We thought that if a 100-year-old company wants to make India a healthier and fitter nation, then what better way to do this than by getting a 104-year-old man to start it off for us. From this, our campaign idea #100andRunning was born. We used Fauja Singh as a motivational figure to inspire people of India. We used him as a role model for people to realize that if a 104-year-old man can run a marathon at his age, then they definitely can. We decided to take over the Delhi and Mumbai marathons and inspired people to come and run. Fauja Singh became the cornerstone of this 360 campaign.

We created 2 inspiring short films with a 104-year-old marathon runner. The first film was an introduction to Fauja Singh, a showcase of his achievements and an invitation to all of India to come and run. This was followed by another film where Fauja Singh invited people to come and run with him. We reached everyone’s home through newspaper ads. We were also seen everywhere through hoardings and outdoors. We even created conversations through Fauja Singh on Twitter and Facebook, and we took over social media with a live periscope activity. We even started a treadmillion activity across office spaces and got a 104-year-old man to participate in a cook out challenge which inspired great PR. The campaign broke on all social media platforms and the scale of the campaign can be judged by the fact that participation and response came from every corner of India and the globe.

The campaign garnered 2.78 million views globally with 34% being organic views and 202,026 engagements on Facebook gave an engagement rate of 24.8% including non-paid celebrity engagement. It was extensively covered by numerous publications some of them being: ScoopWhoop, Campaign India, Afaqs!, The Huffington Post, Advertising Age, DailyBhaskar. Bollywood superstar Ranveer Singh along with ET NOW BRAND EQUITY even declared this as the "5th best ad film of 2015".