Nilon’s honors Chhatrapati Shivaji Maharaj with pickle bottle portrait

In a bold and culturally resonant tribute, Nilon’s, a brand known for its authentic flavors, celebrated the birth anniversary of Shri Chhatrapati Shivaji Maharaj with a spectacular campaign that has taken the FMCG and marketing world by storm. The brand, reinforcing its ethos of boldness and innovation, unveiled a 10,000 sq. ft. portrait of Chhatrapati Shivaji Maharaj, meticulously crafted using 51,000 bottles of Nilon’s Assal Marathi Pickles.

A Visionary Tribute to a Legendary King

The campaign was more than just an artistic endeavor—it was a powerful statement of Marathi pride and cultural reverence. In a feat of operational excellence, the entire project was completed within an ambitious timeline of just five days, with the bottle placement executed in a record-breaking 2 hours and 30 minutes.

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Campaign Strategy: Merging Art with Brand Identity

Nilon’s, in collaboration with creative agency Django, orchestrated the campaign to not only pay homage to the legendary king but also to showcase the brand’s ability to think big and execute with precision. The campaign leveraged:

Scale and Spectacle: The sheer magnitude of the portrait made it an instant conversation starter, drawing admiration from across India.
Digital Engagement: A well-crafted campaign video documenting the journey amassed 1.5 million views, leading to a surge in engagement on Nilon’s social media platforms.
Influencer Amplification: Over 500 influencers reshared and tagged the campaign, expanding its reach and bolstering brand visibility.
Brand Community Growth: Nilon’s social media following saw a rapid increase, with 5,000 new followers gained in just two days.

Overcoming Challenges with Passion and Precision

Executing a campaign of this scale in a short span came with its own set of challenges:

Conceptualizing, planning, and executing the tribute within just five days.
Ensuring seamless logistical coordination for placing 51,000 pickle bottles with precision.
Striking the right balance between artistic vision and operational feasibility.

Leaders Speak on the Monumental Tribute

Dipak Sanghavi, Chairman & Managing Director of Nilon’s, expressed his pride in the team’s achievement, stating:
“I am proud of this great team at Nilon's who portray the boldness of our great leaders of the nation in thoughts and action.”

Aditya Pandya, Group Solutions Manager at Django, reflected on the deeper meaning of the campaign:
“This tribute is more than an artistic marvel—it’s a symbol of what’s possible when passion, pride, and purpose come together. Every bottle placed is a symbol of Marathi pride, and we are honored to bring this vision to life.”

Making History While Honoring Legacy

With this campaign, Nilon’s has once again demonstrated that bold ideas, when executed with passion and precision, can create history while honoring those who shaped it. The campaign stands as a testament to Nilon’s commitment to cultural storytelling and brand innovation in the FMCG sector.