Overview

Imagine Meat, the brainchild of Actor couple Genelia D’Souza and Riteish Deshmukh, is a brand of vegan meat products. Being non-vegetarians for most of their lives, Genelia and Ritiesh craved the taste of meat when they switched to a vegan diet.

In 2021, the duo developed products with vegan plant-based food which are similar to meat in taste and texture but do not harm the environment or health.

Imagine Meat is a purely plant-based meat alternative that fulfills the rich experience of meat eating without the guilt of harming animals. They have kept the Indian taste in mind while designing the product range. These protein-based products are made with no cholesterol, no animal hormones, or antibiotics making them ideal for consumption.

Project Synopsis

The plant-based meat industry in India is new compared to the world. While there are existing players in India like Blue tribe foods, Veggie Champ, and Good Dot, Imagine Meat carves its niche by focusing on Indian tastes and choices. There was a need to create awareness and educate the target audience of ethically aware, health-conscious, and curious consumers. Imagine meats collaborated with Omnizon to make inroads into the market.

Our Approach

We realized that Imagine meat is a niche product with great potential. However, the knowledge and awareness of meat alternatives in India are limited. The first step was to level this up.

Omnizon ensured brand visibility by tying up with Nature’s Basket outlets all over the country. We hired 130 promoters pan India to heighten the brand’s awareness, expand the reach to customers and thereby increase product sales. Each promoter was given a target of Rs. 2500/- per day, thereby creating a competitive yet healthy environment that motivated the promoters to deliver their best.

The Outcome

Our smart strategy led to a phenomenal result. Some points worth mentioning include;

94% achievement against sales target.
36% increase in product visibility across the country.
Provided large-scale customer insights to the company includes customers feedback.
Interaction with 1 million customers pan India giving Imagine Meat great visibility and creating awareness about the brand.
Achieved Rs. 2 crore value in sales every quarter through our robust sales and customer reach strategy.