Case Study · Integrated Campaign · Celebrity & Media

Client

Sweet C

Blue is the
new Orange

An integrated summer campaign for a premium imported mandarin - celebrity-led, city-wide and measured - that took on India’s habit of calling every orange-coloured citrus an “orange”, and won the Marketing Campaign Award at Fruitnet’s Fresh Produce India Awards 2026.

23.6M

Campaign impressions

14.7M

People reached

Winner

Marketing Campaign Award, Fresh Produce India 2026

Client

Sweet C

Industry

Premium imported mandarins

Region

Delhi NCR, Gurugram & Mumbai

Duration

2 years Ongoing

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02The Challenge

In India, every citrus is an “orange”.

Mandarins, tangerines and santras all get called the same thing at the fruit cart. A premium import had no way to be recognised, asked for by name, or paid a premium for.

Naming

Mandarin, tangerine, santra - the whole category collapses into one word, so the product cannot be asked for by name.

Recall

Fruit is bought loose from vendors and modern retail, with almost nothing on it for a shopper to remember.

Season

Summer is not when Indian shoppers think about citrus, so the campaign had to create the occasion as well as the brand.

Premium

Justifying an import price in an aisle where citrus is judged by the kilo and nothing else.

03Our Approach

Turn the confusion into the campaign.

If shoppers cannot tell one orange from another, give them a colour to look for. Sweet C’s brand blue became the shortcut, and the line did the rest.

The line

Built the campaign on the category’s own blind spot: if every citrus is called an orange, make the choice about colour instead.
Sweet C’s bright blue became the cue - on the fruit sticker, the carton, the hoarding and the feed.

An alphabet the internet already knows

Re-expanded five pieces of internet shorthand into mandarin lines - LOL (Little Orange Luxury), FOMO (Full Of Mandarin Obsession), OMG (Original Mandarin Goodness), WTF (Worth The Flavour) and YOLO (You Only Love Oranges).
Four letters read in a second at traffic speed, and still land as a joke - so one creative system could carry a hoarding, a lift screen and a magazine page.

Celebrity, cast for credibility

Brought in actor and wellness advocate Malaika Arora as the face of the campaign.
Managed the shoot end to end across studio and set builds, producing a library that fed every format from newspaper spread to lift panel.

A launch that earned its coverage

Staged the Summer 2025 launch in Gurugram with a talk show on freshness in food and lifestyle, hosted with a chef, a nutritionist, creators and the brand ambassador.
Took the story to national press and the fresh-produce trade - Hindustan Times, The Times of India and Fruitnet’s Asiafruit.

Media everywhere the shopper looks

Hoardings and digital screens across Delhi NCR, Gurugram and Mumbai, plus mall media and lift branding inside the buildings the audience lives and works in.
Newspaper and magazine on top of an always-on social and performance layer, so the outdoor spend had somewhere to land.

Capabilities enabled

Campaign strategyCreative & art directionCelebrity endorsementShoot managementOOH & DOOHPrint mediaPR & media relationsEvent managementInfluencer marketingSocial media marketingPerformance marketing

◆The Work

The campaign that made blue mean mandarin.

Creative, celebrity, outdoor, print, event and feed - the pieces that carried Blue is the New Orange across three cities.

View campaign →

Campaign Creatives

Five letters everyone already reads. The campaign line and the shorthand set that carried it - LOL, FOMO, OMG, WTF and YOLO, each re-expanded into a mandarin line, all built on the brand’s blue so the fruit could be spotted before it is read.

View shoot →

Celebrity Shoot

The ambassador, shot for every format. A studio and set shoot with Malaika Arora, art-directed to fill a whole media plan from one day - the picnic set for print and outdoor, the seamless studio looks for screens and social.

BTS Film

The next one, from the inside. A landscape behind-the-scenes cut from this year’s campaign shoot - the set, the crew and the fruit, before any of it becomes a hoarding.

Out of home

Three cities, from arterial flyovers to the lift a shopper takes home.

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Outdoor

Blue, at sixty kilometres an hour. Hoardings across Delhi NCR, Gurugram and Mumbai - Khan Market, AIIMS, South Ex, INA, Max Muller Marg, Shalimar Bagh, Kohat Enclave and Mayapuri, MG Road and Golf Course Road, Lower Parel, Powai and Lalbaug - each carrying one word and one colour.

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Digital OOH & Lift

The screens between the street and the door. Digital panels through malls in Gurugram and lift branding across Delhi NCR and Mumbai - the last screens a shopper sees before the kitchen, running the same five-letter set.

View print →

The full page, twice over. Full-page newspaper in Delhi NCR and Mumbai, and magazine placements built for a longer look - the campaign given room to explain what a mandarin actually is.

Launch & community

A Gurugram evening, a conversation about freshness, and the feed that carried it afterwards.

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Launch Event

Summer 2025, opened in Gurugram. The campaign launch - stage, brand wall, live music and a room of press, retail and wellness guests, with the ambassador fronting the reveal and the creative set dressed through the venue.

View panel →

Talk Show

Freshness, argued in public. A moderated talk show built into the launch - a chef, a nutritionist, creators and Malaika Arora on what freshness actually means in food and in lifestyle, giving the press a story beyond the product.

View profile →

Social Media

Chosen & loved, at the crate. The always-on feed at @sweetc.india - product close-ups, contests and creator posts that kept the blue sticker in circulation long after the hoardings came down.

04Results

An award, and 23.6 million impressions.

The campaign took the category’s own award, and the paid layer bought reach at a few rupees per result.

23.6M

Campaign impressions across the paid layer

14.7M

People reached in Delhi NCR and Mumbai

4.7L

Results delivered from a ₹15,00,000 spend

Winner of the Marketing Campaign Award at Fruitnet’s Fresh Produce India Awards 2026, announced in Mumbai in April 2026 for the Summer 2025 campaign.
23.6M impressions and 14.7M reach from a ₹15,00,000 paid layer.
470,198 results and 365,332 clicks, at a blended ₹3.19 per result.
National and trade coverage across Hindustan Times, The Times of India and Fruitnet’s Asiafruit.
Outdoor, mall and lift media across Delhi NCR, Gurugram and Mumbai, plus full-page newspaper and magazine.

Blue is the
new Orange

A premium mandarin, in a commodity aisle.