MUMBAI: Nutralite’s latest campaign is an interactive YouTube video by India’s favourite master chef Sanjeev Kapoor inviting users to choose their ingredients and guide him on making the recipe. The video will have multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe in this interactive recipe video.

The campaign is conceptualised and executed by Tonic Worldwide.

Tonic Worldwide CEO and co-founder Chetan Asher said, “The spreads category is extremely challenging with brands that have deeper pockets and are well established. The need of the hour in this campaign was to ensure not just awareness of the new range but also encourage usage by showcasing recipes which are actually chosen and made by them.”

Zydus Wellness Ltd Marketing Head Sachin Dingankar, “Many mothers love to cook, but doing that along with one of the best chefs in the country is surely a valuable experience. Using YouTube as the prime medium, the very idea of moving forward with a recipe according to the user's preferences is unique. Along with this, the campaign has also provided a real-time picture of Nutralite Mayo's functionality, which further drives through the impact of this campaign.”

Sanjeev Kapoor gives the audience different choices for ingredients and the Nutralite Mayo variant that they would like him to use in the recipe seeds the product usage.