B Natural Fruit Beverages made a paradigm shift in 2019-20 when it moved its entire fruit

beverage portfolio to “Not from Concentrate strengthening its long- standing relations with

Indian farmers by procuring and processing 100% Indian fruit and delighting Indian consumers

with fruit beverages made only from fruit pulp, not from concentrates.

The brand wanted to redefine its brand purpose by celebrating the spirit of being 100% Indian

by standing with the farmers with its DNA core of being 100% Indian & by addressing local

sourcing stories

The creative and media strategy was to convey the message of 100% Indianness using music as a key unifier. The objective was to increase brand awareness, establishing 100% Indian brand identity, showcasing the farmers, and the sourcing story, delivering a socially relevant message of Unity in Diversity using Music as the unifying language which transcends all barriers and boundaries.

Republic Day (26th Jan 2020)

Creating Indian's First Multilingual song – “We Are India”: 26 Languages | 40+ Artists | One Message 100% Indian

International Labour Day 2020 (May 1 2020)

Celebrate Fruits of Labour with our Local Indian Farmers

Vocal for Local (May 17 2020)

Demonstrate and show that we are 100% Indian with a story by activating 50+ Influencers

Independence Day 2020

Celebrating Song of Hope with Hum Honge Kamyab Har Ek Din with Farmers

Gandhi Jayanti 2020

Creating “Jai Jawan, Jai Kisan” on a day which also marks Shastri Ji Birthday. We also delivered on more than 75+ micro moments (fixed ,fluid trending) with the message of 100% Indian

• How the creative strategy influenced the creative execution

Apart from social handles, 10+ audio platforms like Spotify, Google Play Music, Amazon Music, YouTube Music, Jio Saavn, Apple Music were used purely on the power of content.