People were skeptical about the so called 'healthy, tasty' claim of Nutralite and the thought of replacing Amul's salty buttery taste for Nutralite was a little hard to digest.

Since credibility was an issue, we knew that the ultimate credibility / authority came from God. And no true devotee can ever resist the calling of God. So who better than God to drive them towards a healthy beginning.

We took the greatest risk ever taken by a brand, we changed God.

We created a shape-shifting holographic Lord Ganesha who lost his paunch over 11 days, as his devotees exercised and sweated it out, to demonstrate the power of good habit.

We created a shape-shifting Lord Ganesha using 3D hologram technology that changed its form, by getting fitter, every day as devotees exercised and gave up bad habits.

This was placed in a 10,000 sq ft temple that served as a health station put up with elements like gym equipment with trainers, free BMI check-up, Zumba etc.

The temporary temple had a donation box that prompted devotees to sacrifice all the junk they consume. The sweets served were made with Nutralite. The priest that conducted proceedings was young with a toned fit body unlike the traditional, old aged priest, with a prominent paunch.

From merely praying for their desires, people got clear answers on how to lose weight and live healthier.

The God of Healthy Beginnings reached a total of 8,900,000 people at a cost of less than 1 cent per person.

The campaign earned PR worth $ 13 million

25,000 devotees were served the Nutralite made sweets.

It was covered by the following publications:

Mumbai Mirror, Hindustan Times, DNA, Bombay Times, Indian Express, Times of India, Business Standard, Divya Marathi, Tarun Bharat, Divya Bhaskar, Gujarat Samachar, Asian Age, HBL Catalyst, Sakaal, Janmabhoomi, ABP News, ZEE 24 Taas, APN News, Buzzfeed, Mumbai Malls Market, Instant Publish.

Nutralite’s association on health and taste parameters increased by 24%.

Consideration to switch from butter to Nutralite increased by almost double.