B Natural tantalizes taste buds in a celebration of taste in new spot via Grey Group India

The norm for the juice category has always been dominated by either health or taste but usually never both together. Which is why ITC’s B Natural decided not to ask their consumers to compromise on taste, to achieve health.

The consumer insight was that India never precluded taste or enjoyment from their pursuit of good health. Their meals are multi-sensory; rich in taste, texture, colours and aromas. Grey Group India decided that this code of taste, crucial to the Indian consumer, will form the foundation of the messaging.

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The amalgamation of this insight and product gave birth to the idea of B Natural – A celebration of taste.

Malvika Mehra, Executive Vice President and National Creative Director, Grey Group India, said, “Anything coming out from the ITC Foods stable is usually the undisputed leader in taste in its category. That’s the great heritage of this brand. So when it came to launching their juice brand ‘B Natural’ it was almost instinctive for us to do an out an out taste story. And in keeping with our Indian ethos of ‘jashn’ we decided to make a celebration of it”.

Dheeraj Sinha, Chief Strategy Office, South and South East Asia, Grey Group, said, “The packaged juice market in India has a long way to go and that’s a big opportunity for us. Our juice culture is driven by taste as is apparent in the various mixes and masalas that the stall juice centres use. Unlike the western juice culture where juice is an intrinsic part of the health code, juices in India have to first score on taste. Health is obviously a benefit owing to their association with fruits. This campaign presents B Natural as the tastiest juice brand.”

The TVC titled “Sangram Singh” introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. We see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.

Ram Jayaraman, Associate Vice President & Creative Head, Grey Bangalore, said, “To launch a range of fruit juices/beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many ‘blank expression’ archetypes on the premise of ‘Can’t hide the Taste’, and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”

Credits –

Production House: Pushpendra Mishra, Madhulika, Pooja