APIS India launches digital campaign during Ramadan

To reach maximum hearts, the brand will leverage social media platforms
APIS India's campaign has been launched during the holy month of Ramadan and will run during Ramadan
APIS India's campaign has been launched during the holy month of Ramadan and will run during RamadanPhoto - APIS India

APIS India, India’s one of the leading FMCG brands, has launched a digital video campaign during the holy month of Ramadan. This digital campaign resonates with the theme of Ramadan, keeping intact the emotional aspects associated with it. The philosophy behind this campaign is that Ramadan brings family and friends together and strengthens the bonds of kinship and brother and sisterhood. Part of that bond is built when you share food. Sharing not only increases the blessing in your food but also makes you realize how little you can be satisfied with.

As the brand is into a healthy product range with Dates in their category, which is the most consumed food item in the month, the idea was to impart a message on the importance of healthy living during the month. To reach maximum hearts, the brand will be leveraging major social media platforms, influencer marketing, google ads, programmatic ads, youtube ads, along with a few more.

Speaking on this creative campaign, Pankaj Mishra, chief executive officer, Apis India, said, “With Ramadan taking place in the shadow of the Covid for the second time, the importance of sharing and caring for each other has been realized by all. The pandemic has highlighted the human values to be shared by fellow citizens. This is the true spirit of Ramadan.

He further added that the month of Ramadan significantly contributes to fostering good relations and promoting community cohesion. This campaign is our way to encourage sharing, which is an essential aspect of our lives.

It is the story of a man’s good deeds, which inspires us to look at life a little differently. Interspersing the film with textural and organic details, this video is a realistic and emotional experience. It takes the audience through the journey of sharing food and depicts a moving tale that places humanity above all, symbolizing a slice of life and harmony.

This digital campaign is the creative vision of Production house Going rogue studios and creative agency SOCIAPA, and cast include prominent artists such as Avijit Dutt. The campaign has been launched during the holy month of Ramadan and will run during Ramadan.

Dutt (the father) was the most appropriate choice and a natural and flawless actor reflected in the film. The boy who played the character of Farhaan completely justified it with his innocence and sweetness. Similarly, the mother and the daughter, with their expressions and dialogue delivery, performed their best.

APIS India, established in 1924, has been a strong force in the domestic honey market with a substantial share of exports to its name. In the last two decades, the company primarily focused on the B2B segment with unchallenged ties with domestic private labels and exports. In 2015, the company entered the B2C segment with its brand ‘APIS’ initially with honey. It later diversified the brand by widening the array of products with packaged dates, preserves, green tea, and pickles. Today the brand is available in Pan India and is one of the preferred Honey brands in eCommerce besides standing tall among the top three honey brands nationally.

APIS India has crossed the top-line figure of Rs 168 crores in the financial year 2020-21.

Today the company operates in 9 food categories, including – Honey, Dates, Jams, Pickles, Ginger Garlic Paste, Green Tea, Apple Cider Vinegar, Kesa, Soya Chunks & Confectionaries.

With over 2500 distributor networks spanning across the country, it has depots in Delhi, Mumbai, Coimbatore, Varanasi, and Kolkata and a 60000 sq ft warehouse Roorkee besides having manufacturing setup in Roorkee & Hathras.

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