‘The Whole Truth-Sayers,’ a disruptive influencer marketing campaign crossed 1 million views

India-wide release, November 2021: ‘The Whole Truth-Sayers’ – an unconventional influencer marketing campaign launched by India’s first 100% clean-label food brand, The Whole Truth, has been on an upward trajectory since its commencement in early October this year.

It kicked off with a tongue-in-cheek yet hard-hitting video which has since crossed more than 1 million views on YouTube and garnered a whopping 220k aggregate views on Instagram.

Launched to recruit the first cohort of ‘honest’ influencers, the avant-garde campaign also aimed to usher in a refreshing culture of honesty in influencer marketing. The campaign has received several positive engagements, including from over 120 influencers looking to become a part of the first batch of The Whole Truth-Sayers within the first 10 days of launch.

With the intention of finding (and working with) a credible set of influencers who only endorse what they actually use and love rather than a mere monetized brand collaboration, the participants were required to create a video depicting ‘The Whole Truth of Influencer Marketing’ as they see it. Out of these, 50 most deserving participants were shortlisted based on their honesty, transparency and out-of-the-box creativity by an esteemed panel of judges. The jury, cutting across multitudes of creative circuits, includes TV personalities, actors, comedians, RJs, fitness bloggers, entrepreneurs and more such as – Gul Panag, Vani Gupta Dandia, Suchita Salwan, and Varun Duggirala.

As the campaign received widespread appreciation for its unique, unabashedly truthful nature, it was also applauded by Actors Rannvijay Singah and Macedon Dmello, comedians Gaurav Kapoor and Sorabh Pant, Ekta Sandhir, Radhika Bose, Sumit Kumar Singh (Product & Gamification Manager at Microsoft), Shantanu Deshpande (CEO at Bombay Shaving Company) and Vineeta Singh (CEO at SUGAR Cosmetics).

Commenting on the favourable response, Shashank Mehta – Co-founder & CEO – The Whole Truth, said, “It is quite heartening to see not only the audience’s but also the participants’ positive reaction towards our ‘The Whole Truth-Sayers’ initiative. In fact, within just ten days of its launch, we saw 120 entries from an enthusiastic set of participants. TWT’s raison d’etre has always been to bring transparency to the food space via a variety of avenues, so fixing food marketing, and by extension influencer marketing (as it is done today) was naturally of interest. The Whole Truth-Sayers campaign is the first successful step in that direction”

Several media companies and stalwarts of the industry also ran social media posts on their handles praising the initiative. By truly reflecting the core values of honesty and truthfulness that TWT swears by, The Whole Truth-Sayers campaign has won the hearts of digital natives striving to figure a way out of the incredible maze of misleading influencer marketing!

The Whole Truth will be announcing their first batch of The Whole Truth-Sayers by the end of November 2021.

About The Whole Truth

The Whole Truth (TWT) is India’s first and only 100% clean label brand. They create food so clean, that they list each and every ingredient that goes into it, upfront (not hidden at the back in microscopic font). Brands hide what goes into their food because they have something to hide. In the name of ‘healthy,’ we’re all being sold a bunch of self-serving half-truths by food brands all around us. TWT plans to change that. And they’re going to do this by telling The Whole Truth. Warts n’all. The 5-6 ingredients listed on the front of their packs are the only things that go into their food. Anything else is a strict no. No added sugar, no chemicals, no sweeteners, no hiding, no bullsh*t. Just a handful of simple, natural ingredients your mom would approve of.

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