Patanjali's TVC for Ghee focuses on health benefits of the product

Created by DDB Mudra North, the campaign features wrestler Sushil Kumar and a thought-provoking narrative focusing on the goodness of nature

BestMediaInfo Bureau | Delhi | December 8, 2015

Click on the image to watch the TVC.

Patanjali along with DDB Mudra North has created an engaging campaign featuring for the first time, acclaimed Indian Olympic freestyle wrestler Sushil Kumar for their key product, Patanjali Ghee.

The TVC has been ideated with the intent to highlight the health attributes of Patanjali Ghee and showcases the goodness of nature with which the product is made. Starting off with a beautiful thought, 'Rasoi mein sirf khana hi nahi banta, bante hain sapne', the ad progresses, visually depicting the importance of pure ghee in gaining strength for being successful and becoming a champion. The storyboard has a parallel showcasing of Sushil Kumar exercising hard towards becoming a champion and his mother, passionately cooking for him in the kitchen.

The thought-provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar. The ad signs off with the phrase 'Champion Banney ki Taakat'

Commenting on the campaign, Rakesh Sharma, VP-Marketing, Patanjali, said, “Pure Ghee is an essential component of almost every Indian household. With Patanjali Ghee, we intend to provide an alternate to the consumers who seek purity and worth for their money with the product. Featuring Sushil Kumar for the ad has been great since he is the face of Indian wrestling today and epitomizes hard work and perseverance - an apt quotient for our product. We are glad to partner with DDB Mudra North in our journey to make Patanjali Ghee synonymous to home-made Ghee.”

Sambit Mohanty

Sambit Mohanty, Creative Head, DDB Mudra North, said, “Pure Cow's Desi Ghee is one of Patanjali's bestselling products. We wanted to give it back its rightful place in the kitchen by emphasising its benefits as a cooking medium. That's how the thought of 'Champion rasoi mein bante hain' came about - it's a great match with a brand ambassador like Sushil Kumar."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits

Agency Name: DDB Mudra North

Chairman & Chief Creative Officer: Sonal Dabral

President, DDB Mudra North: Vandana Das

Creative Head, DDB Mudra North: Sambit Mohanty

Creative Team: Shivil Gupta, Binoy Sarkar

Account Planning: Sumeer Mathur

Account Management: Ashwini Dhingra, Moumita Chaudhury & Vishnu Narayan Lal

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