MUMBAI: Health food brand Gaia Good Health took social media by storm with its latest digital campaign #ThingsYouGiveUp, which was created by Xebec Digital.

The campaign #ThingsYouGiveUp saw people share stories with the brand about the various things they give up in pursuit of their dreams and ambitions.

The social media chatter created by the campaign resulted in a nationwide trend for two days.

Speaking about the campaign, Gaia Good Health CEO Dolly Kumar said, “Today’s individual is aspiring and does not mind giving up health on occasions to meet daily targets and achieve dreams. But there is always a room to compensate by making those smart choices. That’s where Gaia wanted to fit in.” 

Xebec Digital CEO Sowmya Iyer added, “The idea was to make people realise that in this faced-paced life, health knowingly unknowingly does take a beating. That’s where Gaia as a health brand ran a contest on twitter asking people to share their stories where they have given things up to achieve their goals.”

“The contest was designed in such a way that people started realising how they neglect health. The brand started receiving stories of confessions and resolutions to walk the path to good life,” said Kumar.

As the brand asked people to share their story of compromises, its social pages saw people confessing and then realising the importance of health through the #ThingsYouGiveUp campaign.

 The ball was set rolling on 1 December as people started identifying with the campaign and Gaia’s handle started receiving tweets like “Skipped breakfast to make it to work on time,” “Gave up Zumba lessons for studies” and “Gave up spending time with my family for work,” among others.