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Madhuri Dixit urges mothers to change their cooking oil

In its new TVC, created by Orchard Advertising, Ruchi Soya promotes its power brand Mahakosh oil with the positioning ‘Fit Hai Toh Future Hai’

Madhuri Dixit urges mothers to change their cooking oil

In its new TVC, created by Orchard Advertising, Ruchi Soya promotes its power brand Mahakosh oil with the positioning ‘Fit Hai Toh Future Hai’

BestMediaInfo Bureau | Mumbai | November 14, 2014

Ruchi-Soya Click on the image to watch the TVC.

Ruchi Soya, the edible oil manufacturer, has launched a new television ad to promote its power brand Mahakosh. The creative responsibilities stand with Orchard Advertising. The ad depicts the importance of eating healthy and staying fit, supported by the tag line, ‘Fit Hai Toh Future Hai’. Actor Madhuri Dixit has been roped in as the brand endorser.

The Mahakosh TVC is already running on-air and talks about the multiple problems faced by children. Nowadays, mothers are worried about their children’s health because the environment is polluted and it has become difficult to control diseases. The ad suggests that one can’t control the environment, but can cook healthy food in vitamin-fortified Mahakosh soyabean oil to increase resistance power.

Hemant Kumar, Executive Creative Director, Orchard Advertising, said, “All oil brands advertise around the man of the house or a woman above the age of thirty, and talk about cholesterol problems. So, we thought of diverting audience’s attention towards kids.”

“Kids are getting more and more docile these days. They are becoming overweight due to their habits. Nowadays, children are mostly stuck to play stations, screens and study tables. There is no physical exercise. So, we can’t stop them from eating, but encourage them to stay healthy,” he added.

On roping in Dixit as the brand ambassador, Alok Mahajan – Head of Marketing, Popular Division of Ruchi Soya Industries, said, "Madhuri Dixit seamlessly fits into our new brand campaign for Mahakosh. She epitomises the modern cosmopolitan woman who effortlessly delivers on her many roles – she is a celebrity role model who is a working woman, a caring wife, a loving mother and a trendsetter with an incredible blend of style and substance, as well as tradition & modernity. Our communication for Mahakosh features her as a concerned mother and clearly communicates the brand’s superior quality attributes and the multiple benefits it provides for cooking tasty and healthy foods, important for the child’s development and fitness."

Dixit said, “The new positioning of Mahakosh – ‘Fit Hai Toh Future Hai’ is one that resonates strongly with me. I am a mother and worry about proper diet, nutrition & fitness of my family.  The new Mahakosh TVC addresses this concern completely. I am glad to play my role in delivering Mahakosh’s message in an appealing manner.”

In the ad campaign Dixit is seen talking about the problems faced by today’s children. She plays the role of a mother in the TVC who is concerned about her kids being glued to video games. Another mother is seen getting worried about her child’s health who is tired of studying. Another mother is seen trying to stop her kids from eating junk food but in vain. Dixit comes to the rescue. She says that she can’t change the eating habits of children, but can definitely change the cooking oil. At the end of the TVC, her kids are seen getting attracted to the delicious smell of food cooked in Mahakosh oil. The latter part of the ad shows the benefits of the oil.

The campaign will be supported by on-ground activation, cinema, print ads and radio commercials. The TVC campaign is going to be aired across Hindi GECs, lifestyle, health, news, kids & music channels. The campaign will be showcased in all the regions where Mahakosh is present.

The TVC:



Agency: Orchard Advertising

National Creative Director: Thomas Xavier

Executive Creative Director: Hemant Kumar

Creative Director: Shriganesh Joshi

Copy Writer: Vijay Assudani

Art Director: Dhritiman Mitra and Ajit Wairkar

VP & Branch Head: Partha Sarkar

Brand Partner: Ameya Mohane

Account Executive: Karuna Naik

Director: Rensil D'Silva

Producer: Ignition Films



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