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With Namaste India Desi Ghee, food can never be devoid of temptation

Conceptualised by ADK Fortune, the ‘Mann Phisal-Phisal Jae’ campaign is made with the basic insight that good food melts everything – even the staunchest of hearts

Click on the image to watch the TVC.

Namaste India, a dairy brand marketed by Rohit Surfactants Private Limited (RSPL), has launched a campaign staying true to the brand’s ethos.

Pure desi ghee is an important product in the brand’s portfolio and ‘Mann Phisal-Phisal Jae’ campaign is targeted at chefs and homemakers. The insight behind the campaign is that the taste and flavour of Namaste India Desi Ghee is what makes any food product irresistible to the palette.

The ‘Man Phisal-Phisal Jae’ film tells a quirky and light-hearted story of a clever and cunning old lady who tricks Yamraj (the God of death) into not taking her with him to the afterlife once her time has come. She lures him with aaloo-poori, gajar ka halwa and ladoos till he has a change of heart and spares her life, just so that he can keep visiting and enjoying her food made from Namaste India Desi Ghee.

Commenting on the campaign, Manoj Gyanchandani, Managing Director, RSPL, said, “All said and done, food made with real desi ghee can never be compared to anything else in terms of taste. At Namaste India, we strive to provide the purest form of desi ghee that one can buy. The communication was intended to bring a smile on people’s faces while communicating the aspect of irresistibility of food made from good ghee.”

Akashneel Dasgupta

The campaign has been conceptualised and executed by ADK Fortune. Akashneel Dasgupta, ECD and Sr. V.P., ADK, said, “The food can never be devoid of temptation. We were working with this basic insight that good food melts everything – even the staunchest of hearts. The film is just an exaggerated story on the insight which might bring about a few chuckles.”

The campaign released this month will be supported by other mediums apart from the film.

The TVC:


Agency: ADK Fortune

Managing Partner: Subroto Pradhan

Creative: Akashneel Dasgupta, Akshat Chopra, Rajanish Kumar Jain, Prasenjit Bordoloi, Ritesh Narang

Servicing: Ankit Saxena

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