The company’s in-house agency Goldilocks India has made five TV commercials for the Usha Nutripress Cold Press Juicer, which is now exclusively available on Amazon.in
BestMediaInfo Bureau | Mumbai | May 16
Usha International’s in-house advertising agency, Goldilocks India, has launched five 30-second television commercials (TVCs) for its latest product, Usha Nutripress Cold Press Juicer, which is now exclusively available on Amazon.in.
The concepts for the advertisements revolve around the tagline ? ‘Get more juice out of life’. The objectives of the ads are to showcase the advanced aesthetics and functionalities of the Usha Nutripress Cold Press Juicer. The first television commercial was launched on April 15, this year.
Ramesh Chembath, Head - Kitchen Appliances, Usha International and spokesperson for Goldilocks, said, “We wanted all our films to showcase the advanced aesthetics and functionalities of the newly launched Usha Nutripress Cold Press Juicer with the central theme of the TVCs being ‘Get more juice out of life’. All the five films clearly show the usage of this juicer that helps extract juices and preserve the nutritional content of vegetables and fruits, thus delivering a juice that is close to the original fruit or vegetable (in nutritional value).”
Goldilocks India is a wholly owned subsidiary of Usha International Limited. The company launched its own in-house ad agency on August 15, 2015, to take care of all the creative mandates of its different business verticals. The ad agency was launched to provide the company with a better focus and to ensure better timeline adherence of the advertising, marketing and brand communication of the company.
Commenting on the advertisement, Harvinder Singh, President, Home Appliances, Usha International, said, “We are delighted to introduce the Usha NutriPress Cold Press Juicer in India. In a market dominated by cut-throat competition and evolving customer aspirations, the ability of a brand to innovate and strike the right chord with its customers sets it apart. Today, as a consumer we always have the urge to get the most out of everything we buy without compromising on quality. Usha has always been the loved brand in India and promotes an active lifestyle through innovative products, multiple sports associations and activations.”
In the first TVC, a wife uses the juicer to make orange juice and serves it to her children, who seem to like it. The husband and wife are pleased to find that the juicer has been able to extract the maximum amount of juice possible from the fruit. In the second TVC, a mother prepares spinach juice for her school going son from Nutripress. The son likes the taste of the green spinach juice and his mother flexes her muscles to demonstrate that it was healthy for her son.
The third film shows the couple drinking carrot juice prepared from the juicer. They are once again charmed at the juicer’s ability to extract the maximum amount of juice possible from the vegetable. In the fourth TVC, the husband crushes almonds in the juicer to prepare crushed almond milk for his wife, who has just finished her Yoga session. In the fifth and last commercial, the wife prepares strawberry smoothie for her husband from the Nutripress juicer and serves it at the dinner table.
All the five 30-second films end with the tagline ? ‘Get more juice out of life’. The cast in the five films remains the same, which gives the impression of a family utilizing the Usha Nutripress juicer in a myriad ways. The obvious message in the commercial is that the juicer could extract the maximum amount of juice out of any fruit, vegetable, nut or grain, to keep a family health with a freshly prepared drink.
Client: Usha International
Agency: Goldilocks India (In-house agency of Usha International)
Brand: Nutripress cold press juicer
Agency Spokesperson: Ramesh Chembath, Head-Kitchen Appliances, Usha International
Usha International spokesperson: Harvinder Singh, President, Home Appliances, Usha International