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Kill lethargy with Sunrich Sunflower oil

Orchard Advertising has conceptualised the ad targeting mainly South India as the region is the biggest consumer of sunflower oil. The objective of the ad is to show the superiority of the brand over other sunflower oils

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Kill lethargy with Sunrich Sunflower oil

Kill lethargy with Sunrich Sunflower oil

Orchard Advertising has conceptualised the ad targeting mainly South India as the region is the biggest consumer of sunflower oil. The objective of the ad is to show the superiority of the brand over other sunflower oils

BestMediaInfo Bureau | Mumbai | July 25, 2016

Sunrich-Sunflower-oil Click on the image to watch the TVC.

Ruchi Soya has launched a marketing campaign to promote its Sunrich refined sunflower oil. The television commercial has been conceptualised by Orchard Advertising and produced by Ignition. Primarily, the brand is targeting southern India as the region is the biggest consumer of sunflower oil. The ad film was launched in states such as Karnataka, Kerala, Tamil Nadu, Andhra Pradesh and Telangana on July 2 and will be on air until August 14.

The objective of the new TVC is to communicate the superiority of Sunrich over other sunflower oils due to its unique proposition of added vitamins and up to 15 per cent low absorption.

Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries, said, “People want to eat a wide variety of food to their heart's content. But changing lifestyles keep people sedentary, making one feel lethargic and put on weight. People now 'watch' what they eat and count calories. The main idea around which the TVC is constructed is that when you are 'lazy' and 'lethargic' your wishes are often only fulfilled in your dreams. For actually converting your wishes to the reality, you need to be active and healthy.”

Adding to the objective, Janhavi Bhosale, Brand Manager, Sunrich, Ruchi Soya Industries, said, “ 'Health is wealth' is something we have been taught since we were kids, however as we grow up we tend to get torn apart between our professional and personal commitments. As a result, we see our health and healthy choices take a back seat. With the new Sunrich campaign we want to let the people know that healthy choices are not about sacrificing, but choosing the right products that enable you to become active and healthy. Sunrich refined sunflower oil is one such product that is fortified with vitamins A and D and absorbs up to 15 per cent less oil, making your food lighter as compared to the food cooked in other ordinary sunflower oils.”

Talking about the insight, Hemant Kumar, Executive Creative Director, Orchard Advertising, said, “With brand Sunrich, we identified an opportunity to talk to young married couples who are self-driven to succeed in life. Keeping in mind the reality of their lives, it would be purposeful for the brand to talk about the other side of life they are fast losing out on, which is health. Sunrich being a sunflower oil, with added benefits of low absorption and added vitamins, has the ability to help people live a healthy life.”

The TVC opens with a father dreaming that he is swimming with his son whereas in reality, he is sleeping due to lethargy after having a heavy meal. Priyanka Upendra, the brand ambassador of Sunrich, addresses his exasperated wife and the family by advising them to switch to Sunrich Refined Sunflower oil, as it is fortified with Vitamins A and D and offers up to 15 per cent less absorption than ordinary sunflower oils, helping people to remain active even after a heavy meal.

The campaign will be promoted across the television, print, outdoor, digital and radio front. The brand has chosen an effective mix of channels and publications to reach out to maximum consumers.

The TVC:

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

Credits:

Ad agency: Orchard advertising

Production house: Ignition films

Director: Rensil D'silva

Media Agency: Maxus India

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Info@BestMediaInfo.com

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