Apis India Limited launches #ShuddhAurSaccha, a campaign to appeal to its audience by promoting their Honey. Through this, the brand wishes to send a healthy message to its audience and especially to parents for their children. The campaign film portrays a mother and her son at a supermarket browsing where the son is shown to have picked up something, which he hides from his mother’s questioning eyes and the film then builds on that premise. The film acts as a reassuring message that Apis Himalaya Honey is pure, true, and the right fit for everyone as it helps boost immunity relaxes the body, aids in detoxification, is good for the skin, helps in weight management, and even improves digestion. The brand is promoting the product as the one pleasant and healthy item that everyone must have in their diet to maintain a strong immune system and avoid coughing and colds now that winter has arrived.
The campaign is being launched across various platforms including TVC, Digital Promotion, Radio Campaigns, Outdoor marketing, and much more. To amplify the campaign’s reach, the brand will be promoting a jingle to be run across various radio channels and to promote a positive impact throughout its tone, the jingle has been created with an upbeat tune, with voices that complement the slogan-Shuddh Aur Saccha, Sehat Ke Liye Accha. In order to reinforce the association of Apis Himalaya Honey with health benefits and to position the product as the foremost choice, the brand has invested in the right storytelling to capture the attention of consumers. Through this jingle, the brand wishes to reinforce the idea that Apis Honey will make breakfasts healthier & yummier because after all, the product is pure, true, and good for everyone’s health.
Apis India will also launch this campaign across digital mediums through social media marketing campaign and will also be collaborating with numerous influencers ranging from master chefs to lifestyle influencers, fitness, and food bloggers in order to further position Apis Himalaya Honey for its health benefits during this season.
Other than that, the brand has also introduced its new mascot for Apis Honey a friendly honey bee that can be easily associated with positivity in connection to the goodness that the product brings. The mascot was also ideated to reflect the brand’s identity in providing pure honey to consumers.
Commenting on the campaign, Mr. Amit Anand, MD of Apis India Ltd. said, Consumers have become more aware of their health requirements in the last two years and have been actively going for healthy alternatives. With the coming winter season, the time of the year when immunity tends to weaken, we are hoping to make parents more aware by promoting this campaign. Apis India has made a reputation for itself in the FMCG sector, thanks to its incredible value proposition, a solid leadership group, and incredibly competent staff ”. As it continues to its centennial year in 2024, the brand remains to be the first choice for consumers among honey-makers who contribute to the health of millions of Indians and consumers around the world.
Marketing agency Sociapa who has been partners with the brand for the last 3 years and has planned and executed the campaign, says, “It feels extremely proud and honored to be a part of the brand. We are extremely hopeful that the audience will very well resonate with the brand’s ideology which is being communicated via #ShuddhAurSaccha”.
Apis India’s journey begins in 1924 and over the decades it had built up a reliable reputation. Since 2016 the brand has forayed into the B2C aspect with over three decades worth of experience sourcing and processing honey. The company has over 5,000 registered beekeepers across 15 states where honey is sourced from and processed at a state-of-the-art manufacturing facility spread across 7 acres in Roorkee, Uttarakhand.
With the growing concerns of people consuming sugar which has led to ill effects on the body, the company leveraged the benefits of honey to promote its unique Apis Himalaya Honey brand.
Currently, the company is positioned as one of the top three honey brands with over 4 lakh conventional retail outlets. When it comes to Apis Honey, it is easy to associate it with marking the standards of purity. Apis India holds numerous certifications promoting its purity which includes BRC Global, APEDA, NON-GMO, KOSHER, and ISO 22000 by Intertek. It is also FSSAI compliant and registered with USFDA. According to the company, its honey is also free from any additional preservatives and additives, so consumers may enjoy the pure taste of honey with its health benefits like – weight loss, protection from cold & cough, improved metabolism, and rich source of antioxidants and nutrients.