Veeba Peanut Butter
The very first brief on Veeba was the fact that they focused on their peanut butter. The positioning was simple: peanut butter belongs to two categories - kids and fitness-conscious adults. And the position was simple: position peanut butter to a healthy snack. If there are Snickers for hunger, there's should Veeba peanut butter for health. And that was reflected in the very first print ad.
If chips is your chakhna for drinking, Veeba peanut butter is your health partner at work. That was sort of the inspiration for this video:
Veeba Peanut Butter had one pro, it was protein-rich and that was the extension we took from that initial idea from that print ad.
Mayo Campaign
After, peanut butter the next product line that the client wanted to focus on was mayonnaise. The opportunity presented itself: the front page of Sunday TOI. How do you position the product? Well, this was the final print but let's talk about the journey because it's interesting.
Well, the initial thought was let's highlight what is the most interesting part about an amazing snack like mayo, with the cuisne that's used in peeks from behind.
Okay, that didn't quite work out, did it? Well, since it's a Sunday publication, there are lots of promotional pieces for the up-and-coming movies. How about we make a parody print ad for mayo?
That didn't work out as well. Okay, how about we hyper-localised it? If it is in Delhi, let's make it about that place you wanna snack at, and in Delhi. (But this wasn't a total bomb, we'll come to that later.)
Fine, there are many mayonnaise variants. So, there must be many ways to mayonnaise, right? Bingo! That's what we nailed and this was the outcome.
Remember that idea above about a hyper-local campaign for the print? Well I used it for a hyper-local digital outcome campaign:
Topical: Appraisal Season
The All Good Ketchup
The next campaign was focused on Tomato ketchup. Since Veeba boasts a lot of variants like no added sugar and no onion no garlic, we decided there was one way to go: It is 'All Good': The All Good Ketchup.
Outdoor in front of South Point Mall.
10 Year Campaign
A decade of Veeba happened and I was fortunate that I could be involved in the camapaign and the subsequent AV.
Launch KV for Cheesy Melt:
Topicals:
Chandrayan landing
National Sports Day
Children's Day
Father's Day
Halloween 2024
Halloween 2023
April's Fool
The launch of Threads
In partnership with Masterchef India
B2B undertaking\Export:
