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Nature Fresh Sampoorna Chakki Atta – arming people for everyday battles

Conceptualised by FCB Ulka, the campaign emphasises the brand’s assurance of an extra bounce in everyday life

BestMediaInfo bureau | Mumbai | October 12, 2015

Nature-Fresh-Sampoorna-Chakki-Atta Click on the image to watch the TVC.

Nature Fresh Sampoorna Chakki Atta has released its new campaign with the theme, ‘Khali pet jung nahi jeeti jaati’. The campaign, conceptualised by FCB Ulka, emphasises the brand’s assurance of an extra bounce in everyday life.

As a nation which is on a journey of progressive development, every individual is on a drive to move up the socio-economic ladder. The everyday battle to succeed in their goals is possible only when the individual is healthy and is full of energy and strength. The brand takes inspiration from this basic insight – ‘Khali pet jung nahi jeeti jaati’ – and takes a leap in terms of not only building the promise on the functional role of Atta (flour), but a higher order promise of strength and energy to take on the daily challenges of life. The brand tagline has been articulated as ‘Shakti har jung ke liye’.

Commenting on the new campaign, Neelima Burra, Chief Marketing Officer, Cargill Foods India, said, “While the category of branded Atta has low penetration at the moment, we see a significant opportunity for growth. Through this campaign, we aim to secure a strong position in the mind of the progressive urban consumer, who seeks value without compromising on quality.”

Explaining the idea behind the TVC, Sridhar Iyer, Senior Vice-President, FCB Ulka, said, “Atta till date has been sold on quality, trust, and care, but we felt that there’s a larger reason for an Atta brand to be sold. This stems from the fact that one cannot take on the challenges in an empty stomach. Roti as a part of the main meal menu is the conventional source of sustainable energy and countless Indians have believed in its power as they set off for everyday battles. Nature Fresh Sampoorna Chakki Atta embodies that belief.”

The TVC is the story of a young aspiring woman who is at the dining table having lunch with her in-laws and husband. During this time, the woman’s mother-in-law voices her expectation to the bahu to have a baby. Her father-in-law and sister-in-law also pitch in and add fuel to the fire. At this point the husband understands that it is getting a little awkward for his wife and passes a roti to her saying “khali pet jung nahi jeeti jaati”. The woman maintains her nerve, takes a bite of her roti and firmly says that her current priority is in building her career, which, of course, would be followed by going the family way. As a stoic silence looms in the room for a moment, we see her mother-in-law leading the way by taking it in her stride by respecting her bahu’s decision.

The TVC:



Client: Cargill Foods India

Brand: Nature Fresh Sampoorna Chakki Atta

Creative agency: FCB Ulka

Senior Creative Director: Vasudha Misra

Creative Team: Deepika Chauhan, Syed Hasan Jafri, SV Srinath, Mohammad Raza, Nikhil Mhaisne

Senior Vice-President: Sridhar Iyer

Account Management Team: Sudipto Poddar, Mithila Manhas, Akshay Sharma

Vice-President – Account Planning: Anirban Chaudhuri

Account Planning: Anuraag Shrivastv

Agency Producers: Alpa Jobalia, Sukirth Rao

Film Production House: Storytellers

Director: Arun Gopalan

Producer: Zina Khan

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