Nutralite, a prominent food brand in India, made history with the introduction of Nutraverse, an unprecedented cookery show held in the Metaverse. This groundbreaking event was hosted by the digital representation of India's renowned celebrity chef, Sanjeev Kapoor. Thousands of participants joined in as they witnessed the chef's virtual avatar prepare three delectable and nutritious recipes using Nutralite products. The experience offered an immersive virtual reality environment where attendees could create their own avatars, interact with others, engage in fun activities and games, and even capture selfies with the digital avatar of the celebrity chef. Recognizing its uniqueness, the World Records Union certified this event as the world's first-ever cookery show in the Metaverse.
Moreover, this live event served as the spectacular finale of a Recipe Contest campaign, which called upon home cooks worldwide to showcase their culinary talents and compete for prizes. Starting on April 23rd, participants submitted their distinctive recipes under three categories. The winners of the contest were unveiled by Chef Sanjeev Kapoor's digital avatar during the grand finale event.
To bring this campaign to life, a comprehensive media mix was employed, encompassing Outdoor Hoardings, collaborations with specialized food and mom communities, WhatsApp outreach, and partnerships with influential Key Opinion Leaders (KOLs). As a result, the campaign achieved an impressive reach of over 15 million people and generated more than 25 million impressions.
Chef Sanjeev Kapoor said, "I'm thrilled to have hosted Nutraverse, the world's first cookery fest on the Metaverse. The fresh concept allowed me to bring together the power of technology and the love for food, and the never-before-seen experience of cooking virtually. I am delighted to be a part of this platform, which is enabling incredible talent from home cooks nationwide."
Tarun Arora, CEO of Zydus Wellness said, “Innovation is a core value of Nutralite, and we strive to deliver delightful experiences to our consumers through such initiatives. Nutraverse was conceptualized with the objective of delivering an elevated experience to our key consumer group of homemakers. They are constantly looking for variety, not only in recipes but also in the kind of content available to them. With this insight, we gave them an experience like never before. I am delighted to see the participation and engagement the platform has received and it only encourages us to continue building such experiences for our audiences.”
The campaign was conceptualized and executed by the leading digital-first integrated agency, Tonic Worldwide. Unmisha Bhatt, Co-Founder, and Chief Strategy Officer, of Tonic Worldwide, said, “As the brand custodians for Nutralite, we have always tried to bring digital first innovations, whether it was the ‘Longest Breakfast Table’, or ‘Talking Box’, the limited edition packs with audio recipes, that was released a few years ago. With Nutraverse we brought alive immersive experiences for the target audience who are now looking not only to break the everyday monotony of regular recipes and cooking but also for a variety of experiences for themselves that they can flaunt ahead. Nutraverse is a case study of how brands can truly leverage Web 3.0 by integrating the full funnel from immersive brand experience to e-commerce integration.”