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Nutrela Soya Food’s new TVC elevates housewives as food designers

The new TVC, conceptualised by Soho Square, Mumbai, has gone on air during the IPL season and will be aired on GECs over the next eight weeks

BestMediaInfo Bureau | Delhi | April 23, 2013

Nutrela Soya Food, from the house of Ruchi Soya Industries, has unveiled its new TVC. The objective of the TVC is to highlight the versatility of Nutrela Soya Food and therefore to make it an integral part of a household’s day-to-day meals. The product is being promoted through a catchy tagline which is completely in sync with the brand’s positioning ‘Roz Kuch Naya, Roz kuch Soya’.

The TVC has been conceptualised by Soho Square Mumbai and produced by Apocalypso. Madison Media is the media agency. The storyboard of the 30-second TVC is in the backdrop of a leisure trip where a couple is seen enjoying their meal and is later joined by one of their couple friends. The TVC is thereby trying to acknowledge the creativity and versatility of the homemaker, super moms, by acknowledging her as food designer.

The campaign will be spread over eight weeks with a TVC breaking first during the ongoing IPL season in order to create top of the mind recall amongst consumers and then followed with other channels that include Hindi GECs, Regional GECs, Lifestyle channels, etc. The company has also scheduled product sampling across women’s magazines along with recipe ads/booklets to explain the usefulness of soya.

The concept of new Nutrela Soya Food TVC is giving credit and gratification for housewives as she is the only person who doesn’t get either monetary or emotional gratification. Hence, the company decided to acknowledge the creativity of the homemaker by providing her a product that can be integrated well with every dish and thus enables her to make ‘Roz Kuch Naya’.

Sandipan Ghosh, AVP – Marketing, Consumer Brands Division, RSIL, said, “Homemakers  or super moms constantly aspire to bring in variety in food  which is healthy and tasty and cuts across different consumption occasion for their kids, spouse and family  in everyday life. We wanted to bring Nutrela Soya to the party as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya."

Anuraag Khandelwal and Satish deSa, ECD and Creative Heads, Soho Square Mumbai, commented, "We set out to get soya out of the blind spot and into the limelight. To get the world to acknowledge it for what it really is – versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is – versatile and creative. 'Food designer' status, we believe, is one of the acknowledgments she truly deserves."

The TVC:



Client: Ruchi Soya | Nutrela Soya Food

Creative Agency: Soho Square Mumbai

ECD and Creative Heads: Anuraag Khandelwal and Satish deSa

Production House: Apocalypso

Media Agency: Madison Media

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