In 2012, whilst California-based totally men’s grooming startup ‘The Dollar Shave Club,’ launched its first-ever advertising video on YouTube ‘Our Blades Are F***ing Great,’ the message was clear and impactful. The logo took the United States market by using storm. The video now not simplest went viral, but attracted millions of customers. Since then, the ‘much less is extra’ form of campaigns have turn out to be a go-to approach for lots agencies now not handiest within the US, but also in the Indian startup ecosystem with D2C manufacturers looking to entice the creamy layer in the Indian city market with their quirky experiments.
On the flipside, there are laid-back campaigns like Cred’s ‘not-everyone-receives-it’ technique, which reputedly has been touted because the great campaign inside the ongoing IPL 2020. Marketing experts declare that those low budget advertisements with massive-call celebrities haven't any advertising and marketing enterprise at the back of them, however have managed to create a number of buzz. Unlike DSC, Cred’s message is far from clean, but it drives interest to check out the app. Sometimes although curiosity isn't sufficient, the messaging from commercials and promotions has to power adoption that is more everlasting than downloading an app.
That’s what makes messaging and conveying the emblem narrative so important within the D2C game, greater so for FMCG brands that should compete with a whole lot of answers.
Having recently rebranded itself from ‘And Nothing Else‘ D2C FMCG brand The Whole Truth had to do some thing to force adoption for its new-look merchandise. Talking approximately its first-ever ad marketing campaign — called ‘Our Food Is Screwed — the enterprise stated that the idea was about getting the message obtainable so that everybody receives it with out taking any leaps.
The Whole Truth founder Shashank Mehta advised Inc42 that the employer become hugely inspired by the direct message of ‘The Dollar Shave Club’ advert. “While Dollar Shave Club busted the parable round high-priced shaving blade businesses, we honestly wanted to do it for the complete food enterprise, and bust the parable round corporations claiming to produce healthful food options in classes like juices, cookies and candies and so forth.”
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Not hiring models for these ads become a conscious choice in keeping the message as the principle awareness. Hence, the founder himself took the lead. “When you do no longer have a stunning face to study, you will cognizance at the message and no longer at the character turning in it,” quipped Mehta.
Produced on a rather shoestring finances INR 3.Five to four Lakh in collaboration with art studio Harkat Studios, the whole video turned into shot inside the agency’s production facility. As Mehta said, “the whole lot changed into carried out inhouse, and there have been no extras”.
The ‘Our Food Is Screwed’ advertisements resulted in 50% increase in income, the founder claimed. Given that The Whole Truth changed into a native and pureplay D2C logo, that is massive, he added. Customers commenced attempting to find the goods on ecommerce marketplaces too, even when they weren’t available on the platform. So ultimately, giving into this surge in market demand, the organization listed its product on Amazon two weeks in the past. The startup is delivering close to 4000 units of protein bars on a every day foundation.
“We got extra than 1 Lakh natural user base without paying a penny for it,” – The Whole Truth founder Shashank Mehta.
The Journey Of ‘And Nothing Else’ To ‘The Whole Truth’
Prior-to starting ‘The Whole Truth,’ Mehta became a marketing exec at Hindustan Unilever and entrepreneur-in-house at Rebel Foods. In July 2019, he took the entrepreneurial plunge to start ‘And Nothing Else’ with a vision of busting food myths and inconvenient and deceptive food labels. This became visible in the product design too — its protein bars stated just the elements used to make the product, and not anything else. That was the start.
With time, the founder realised that their task become larger than revealing the actual nature of food products. He believes that the entire surroundings changed into skewed, proper from labelling of the product, advertising, branding and the whole supply chain. “Our ‘And Nothing Else’ changed into just addressing one a part of the trouble, but we wanted to re-logo ourselves to clear up the whole spectrum of problems.”
Its products are totally manufactured and the operations controlled from the identical facility in Mumbai. “Initially, we did try and locate companions, but then we realised that no person inside the industry is good to make as easy a product as we make,” he delivered.
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Besides The Whole Truth, some of the other FMCG D2C manufacturers within the fitness snacks area consisting of Forbidden Foods, Yogabars, Myprotein, Choko La, RiteBite, Rine, Eat Any Time amongst others.
According to food professionals, any packaged food no matter organizations claiming to be herbal, natural and gluten free is not totally so. Mehta added that clients are handiest simply waking up to the truth of the meals enterprise and given the opportunity to rewrite the deliver chain policies, ecommerce-first brands can disrupt categories greater easily nowadays. But that still approach greater opposition.
“This is the excellent time to build a logo based at the truth due to the fact clients are buying the truth, and you can deliver the products to them without delay,” he delivered.
The rebranding to The Whole Truth is connected to destiny expansion into different meals areas. “We are clear if there's any category of food where we accept as true with customers are being lied to or being told 1/2-truth approximately their meals, we are going to release products in that category and make sure it's far tasty.”
