Challenge
The client asked us a simple question - "How do we get Indians to care about meat which is not really MEAT?"
Despite the growing global trend towards plant-based diets, India remained largely untapped in this sector, with traditional food preferences dominating the market.
Our task was simple, to build awareness & acceptance of plant-based meat alternatives among Indian consumers while differentiating Imagine Meats from existing vegan brands, which often carried a preachy / exclusive tone.
Goal
Our work began at ground zero, focusing on category building to create familiarity with an audience that had none.
We imagined with a structure in mind. The initial stage of our social content was dedeicated to establishing the WHAT, WHY & HOW. A standard yet essential foundation, conveyed through a brand position that presented audiences a fun & happy alternative to traditional meat, appealing to a broad audience.
This was just the beginning. For the actual launch we wanted to LOUD, leveraging the celeberity contacts of our clients (Riteish Deshmukh & Genelia D’Souza) to make an impact on social which worked wonders. We not only got guest appearences on popular shows but also got proven testimonials from the likes of Karan Johar, Amitabh Bachchan & the King himself – Shahrukh Khan.
Result
We Imagined a dream & the public brough that dream to life.
Our phase-wise launch & approach took Indians by storm, garnering over 50M+ Total Reach, 2M+ Total Engagement, 140% Increase in Followers & 21M+ Video Views.