In 2022, two new ice cream brands, Mercely’s and Camerry, made their debut in Kerala. However, only a few were aware that these brands were born as a result of a split within the then-renowned Kerala brand, Merriboy.

The two brands are engaged in an exciting battle for market share. It has become common in the marketing world to appoint brand ambassadors to boost a brand’s image. According to the TAM Adex report for 2022, celebrity endorsements grew by an extraordinary 60% in 2022, with 80% of these endorsements involving Indian film stars. In line with this trend, the two brands in question have signed up two of the leading stars in Malayalam cinema: Dulquer Salman for Mercely’s and the celebrity couple Nazirya and Fahad Fazil for Camerry. Consequently, Merriboy has had to end its contract with Malayalam superstar Manju Warrier.

While the public tends to focus on the celebrities associated with the brands to differentiate between them, they often overlook or underestimate the marketing strategies employed by these companies. Camerry, for instance, utilizes an emotional appeal in its advertisements. By showcasing the various shades of romance between the star couple Nazirya and Fahad, the brand effectively projects the diverse range of flavors it offers. On the opposite end of the spectrum, Mercely’s takes a rational approach to its marketing. Its advertisements highlight the use of natural ingredients, emphasizing the inclusion of prebiotics and probiotics in their ice cream. Mercely’s claims to be India’s first prebiotic and probiotic ice cream.

Prebiotics, probiotics, Vs antibiotics. Here is a basic view of these terms.

Our intestines are home to billions of bacteria, both beneficial and harmful.  The beneficial ones play a crucial role in promoting our health, from digestion to immunity and beyond. When bad or harmful bacteria overrule and lead to some illness, we take antibiotics with or without a doctor’s prescription. While they target and eliminate harmful bacteria causing illness, they also unintentionally wipe out the beneficial bacteria within us, leading to other health issues. In essence, antibiotics impact both good and bad bacteria.

Probiotics are the superheroes of the good bacteria world. Probiotics are live bacteria that are similar to the good bacteria that naturally live in our intestines. These friendly microorganisms work wonders within our guts, helping to maintain a healthy and functioning body. By fighting off excessive bad bacteria, probiotics assist in restoring balance and making us feel better. Moreover, they contribute to a robust immune system, which is essential for overall wellness.

Yet, to ensure the thriving growth of these beneficial bacteria, we need Prebiotics – the nourishing nutrients for probiotics to flourish. To take an analogy from agriculture, if Probiotics play the role of saplings, prebiotics, like fertilisers, act as a source of sustenance for the good bacteria in our intestines. When combined in a carefully curated blend, probiotics and prebiotics create a powerful synergy called synbiotics. Its potential is increasingly evident, as ongoing research explores their impact on our well-being and their role in specific diseases.

The global wellness market is thriving, growing at an impressive rate of 5-10% annually. Within this industry, the probiotic market is gaining momentum, particularly in advanced countries. In India, probiotics are making strides in the treatment of diarrhea and skin diseases, yet awareness about prebiotics and probiotics remains relatively low.

That’s where Mercely’s steps in with its groundbreaking advertisement – ahead of our time, leading us to the future. It is shedding light on the immense potential of probiotics and prebiotics, they invite us to embrace the concept of gut health and enter the world of wellness.

FINAL TWIST: In the process of searching for this blog, I had an enlightening realization: Pazhamkanji (overnight fermented rice beverage) is considered a probiotic along with traditional South Indian foods like idly, dosa, and Kallapam (Palappam). This discovery prompts us to reconsider relying solely on marketed products for our well-being and instead reaffirm the use of these traditional foods to maintain our health.

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