True Elements, a subsidiary of Marico Limited, has launched a new campaign featuring Rohit Sharma, Indian cricket captain. From what is understood, Sharma has partnered with the brand to introduce a new sub-brand, RS by True Elements, which he co-created. The product line features his name and image on the packaging, symbolising his commitment to the brand, the company added.
“This collaboration comes at a time when the conversation around ingredient transparency and exaggerated marketing claims is heating up in India. True Elements has consistently led the way with honest ingredient declarations and no misleading claims. While an endorsement by Captain Rohit Sharma is a great validation, we have gone one step forward with this partnership, with Rohit launching his own line with us. It is probably the first time any food brand has attempted to license in a co-branded manner in India. So, while we sort out the back of the pack for Rohit, he sorts out the front of the pack for us!” Puru Gupta, co-founder and CEO, True Elements, said.
The campaign showcases Sharma trying to shoot an ad and in the process, tries on different styles. The ad ends with Sharma promoting the product line. It is set to roll out across digital platforms and social media.
“When the True Elements team approached us for an end-to-end solution for a social-first campaign, we thought why not use it to our advantage and call out what all campaigns want to do – Go Viral! So, we thought of a series of films where Rohit goes to great lengths to make sure that our messages take off and go viral. To add authenticity, we also cast Puru as the tough founder who has sky-high expectations for Rohit. Overall, it turned out to be a super fun project” Subodh Menon, founder and director, Fanboy Pictures, added.