How Bazana! amplified its reach with ‘good health’ messaging

Amid the growing impetus on a healthy lifestyle, it is eating right that almost always sits atop the checklist. The right diet, avoiding excessive sugar, salt or fried food are some things health-conscious individuals are cautious about. It isn’t surprising that even snacking, once a guilty pleasure, has people being mindful about calories. A report by Polaris Market Research states the global healthy snacks market could touch over a whopping USD 40,699 million by 2026, with Asia-Pacific leading the growth.*

*Source –  https://www.marketwatch.com/press-release/healthy-snacks-market-analysis-by-industry-size-share-revenue-growth-2017-2026-2020-04-30?mod=mw_quote_news

A clear objective

Healthy snack brand Bazana! wanted to reach out to its target audience with its ‘Not Fried! No Oil’ promise. On a mission to give India a snacking option that isn’t ‘junk’, Bazana! wanted to generate conversations among a young audience. The objective was simple – to maximise the brand’s reach within a short span of time. With a clear goal and specific audience in sight, Disney+ Hotstar became the ideal platform partner for the brand.

Target right, amplify reach

To amplify their reach, Bazana! ran their campaign on live cricket, a high-reach solution along with targeting specific personas on entertainment. This helped them achieve massive reach.

To drive the targeted message, Bazana chose two audience cohorts – mothers and health-conscious youth – both created using demo-, geo- and interest-based targeting.

Being present on sports was also something that the brand aspired and was able to achieve through Disney+ Hotstar.

Hitting bullseye

With a clearly defined goal, a campaign such as Bazana!’s was more than likely to achieve what it set out for. Over 100,000 people were made aware of the brand’s healthy snacking products.

Additionally, Bazana! continues to witness healthy growth in brand awareness and customer acquisition each month. Proving its partnership with Disney+ Hotstar to be a successful one, Bazana! looks well on course on its mission to build a healthier nation.