MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, and Marico’s Saffola, launched a new campaign for its newly introduced offering, Saffola Active Slimming Nutri-Shake, titled 'Beat The Crave’.

The campaign is a first-ever audio-driven digital initiative that aims to distract the audience from unhealthy food cravings.

The campaign undertakes an array of social media activities along with a microsite that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan. The microsite will have multiple audio skits; also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.

Marico chief operating officer Sanjay Mishra says, "In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming. So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.

The campaign also features several personalities from different walks of life who have been roped in to join the ‘Beat the Crave’ way. Healthy alternative recipes are also on offer to beat those cravings.

WATConsult founder and CEO Rajiv Dingra adds, "Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of craving. But if you can distract your mind for around three minutes, you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you beat the craving.”