Britannia NutriChoice campaign gets people in shape for the New Year

The card-based 'Game for Health' campaign allows participants to set and track their health goals.

The Bengaluru-based Britannia Industries' NutriChoice launched a new campaign called 'Game for Health' to motivate people to drop unhealthy habits and pick up good ones. The campaign, which started on November 23, will run for five weeks, with the aim to get participants in shape for the New Year.

The campaign has been launched as part of an initiative under Britannia NutriChoice's iHealthU drive. IHealthU was launched as India's first health social network and claimed to give a platform to discuss, choose and suggest healthy eating options. The platform allows a member to set health goals, track progress, get fitness and wellness tips from experts and get motivated enough to stick to their health goals.

The campaign showcases eight bad habits to be dropped (waking up late and eating junk food, among others), and eight good ones to be adopted to get in shape. The participant will earn badges and points by sticking to their habits for a week, and choose a new set of habits, every week.

The campaign, which has been designed by the Mumbai-based digital agency Experience Commerce, sends out SMS reminders to the participants about their health choices, and gives an option to maintain a health diary.

"Health is a topic that is currently not considered 'sexy' in India. People look at health as something they have to do, rather that something they want to do. We wanted to make health fun, exciting, inspiring! This was our brief to our creative team, which came up with the idea of 'Game for Health'," says Sandip Maiti, chief executive officer, Experience Commerce.

At the end of the campaign, Britannia NutriChoice will award 52 members of iHealthU as the health superstars of 2012. These members will be the face of the brand, and will be awarded 'Game For Health' kits.