Nilon’s India launches ‘#Nilons GGP Hai Toh Jahaan Hai’ campaign


Nilon’s India, has launched its latest campaign Nilon’s Ginger and Garlic Paste (GGP) Hai Toh Jahaan Hai, talking about the benefits of the G&G Paste over traditional methods of peeling, cutting and chopping Garlic and Ginger!

For the youth of this country who is always hustling with work, family and household, there is always some space for humour. Nilon’s took note of this and introduced two lovable characters of kitchen-fiction, Ginger and Garlic in its campaign #NilonsGGP, that aims to highlight their inseparable friendship in the mind of the millennial.

With most people spending time in the tedious task of cutting, chopping and peeling garlic and ginger, Nilon’s saw it as a perfect opportunity to bring into the lives of the new-age consumer, G&G Paste, that makes their life easy and weighty through its cold-grinding process, taste, convenience and health. Line-art and witty realistic copies were used to bring alive the most common ingredients in the daily cooking routine of our Indian kitchens.

Rajheev Agrawal

Rajheev Agrawal, Director & CEO, Nilon’s, said, “Nilon’s has always tried to reach the space in consumers’ kitchen not just physically but through stories and conversations as well.

“Our very own Ginger & Garlic that are acquainted with people who cook and even the first-time cooks, have won the hearts of people through their humour and style. We aim to be friendlier and more approachable with this campaign and acquaint millennials with the benefits of having G&G Paste with it.”

Gone are the days of one activity digital campaign. The two month-long campaign has all the blockbuster ingredients- a marriage, a melodrama of a TV series, a quirky love story, couple challenges, filmy dialogues and a lot of tongue-in cheek humour.

This Nilon’s G&G Paste campaign saw lots of funny and interesting conversations as comic strips between Ginger and Garlic, much- loved content creators acing with cookery and drama, a crowd-sourced dialogue-baazi, more comics, and more content creators connecting with the audience with their skills at the kitchen counter.

Anoop Chugh, National Creative Director, M&C Saatchi February, said, “The G&G Campaign was conceptualised to bring to life characters that are relatable to the millennials as they represent the nokh-jokh and drama of modern relationships throughout their journey all the while keeping in mind the benefits of the brand product.

“The realness of the Ginger – Garlic characters designed by Rajdeep, our Digital Art Lead, made it special. We took a creative leap with this campaign and we’re glad that it’s been so well received by the viewers,” Chugh said.

The brand made sure that the self-deprecating ginger and garlic win the internet with their humour and benefits of course. The campaign was executed at a time when we all were stuck at home and cooking ourselves, and Nilon’s G&G paste comforted all of us with its health benefits and convenience.

The campaign was received whole-heartedly by the audience and has already reached the screens of over 26 million Indians. It’s safe to say that they enjoyed the message of #NilonsGGP Hai Toh Jahaan Hai campaign.

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