Brands
Britannia NutriChoice & superstar Ranveer Singh team up, encourage consumers to #FeeltheFit
Mumbai: Bollywood actor Ranveer Singh, has teamed up with Britannia NutriChoice, the segment leader in its category, to launch an inspiring new ad campaign, #FeelTheFit. This campaign, conceptualized by Lowe Lintas Bangalore, resonates with the brand’s commitment to making a good choice and aims to highlight the transformative power of even the smallest steps taken towards a good lifestyle.
The #FeelTheFit campaign is designed to motivate individuals to keep up with their overall health & wellness journey by recognizing that every effort, no matter how small, is a step in the right direction. The campaign seeks to shift the conversation from being only about the single end goal to focusing on the positive feeling every time one makes a good choice.
The campaign comprises two films that showcase Ranveer as an illusion, symbolising the ‘fit waali’ feeling that any individual experiences after making any good choice- like, picking NutriChoice as their choice of snack. The attitude that the TVC is trying to explore is that it only takes us a simple good choice to make us feel great about ourselves.
Britannia Industries CMO Amit Doshi said, “In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey – be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is.”
Singh said, “I am incredibly excited to be a part of the Britannia NutriChoice family. Teaming up with a trendsetting & iconic brand like Britannia NutriChoice that empowers its consumers to get started on a journey towards better living, is a perfect fit to my beliefs. One can choose multiple paths to achieve fitness, and any choice that leads towards that goal is a good choice. Thrilled to be a part of #FeelTheFit campaign, which seeks to inspire consumers in making a good choice that makes them feel fit from within.”
Lowe Lintas Bangalore executive director & head of creative (copy) Arpan Bhattacharyya said “Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done.”
Brands
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
