Nutrela's focus is now to conquer the loose soya market
The 'Life ki demand hai zyada' ad film was released in Karnataka first and now it is been promoted nationwide. The 'Ab healthy ho jao sirf 10 rupee mein' campaign was made earlier but now its positioning has been changed to show that the product is also available in a pack of Rs 10
Nutrela's focus is now to conquer the loose soya market
The 'Life ki demand hai zyada' ad film was released in Karnataka first and now it is been promoted nationwide. The 'Ab healthy ho jao sirf 10 rupee mein' campaign was made earlier but now its positioning has been changed to show that the product is also available in a pack of Rs 10
BestMediaInfo Bureau | Mumbai | June 14, 2016
Click on the image to watch the TVC.
Nutrela, the premium brand of Ruchi Soya Industries Limited, has for the first time launched a high decibel national media campaign spread over six weeks. The objective of the campaign is to highlight the superiority of Nutrela, which the company says is now healthier, tastier and more hygienic.
Nutrela's two 45- second TVCs carry the messages – 'Ab healthy ho jao sirf 10 rupee mein' and 'Life ki demand hai zyada'.
The two TVCs are conceptualised by Ogilvy & Mather. The 'Life ki demand hai zyada' TVC is made by Ramesh Deo Productions and the 'Ab Healthy ho jao sirf 10 rupee mein' TVC is made by Nirvana Films. The nationwide campaign aims at popularising the Nutrela product, capturing the loose soya market and to increase its consumer base.
The 'Life ki demand hai zyada' ad film was released last year in Karnataka and now it is been promoted nationwide. The 'Ab healthy ho jao sirf 10 rupee mein' campaign was made a few years back but now the positioning of the ad has been changed to show that the product is available in a pack of Rs 10.
The 'Life ki demand hai zyada' campaign was released across the nation in Hindi on June 10, 2016.
Anup Chitnis
Commenting on the TVC, Anup Chitnis, Executive Director, Ogilvy & Mather, said, “Nutrela has been among the top players in the health and soya foods category for over 30 years now. So when we came to create the next leg of communication, we felt we were in a good position to take a humorous and insightful approach to health food advertising. Also since the consumers of Nutrela are both elders and kids, we felt it would be a good idea to create two films to address both these segments. When it comes to food, kids are inspired more by taste as compared to elders, for whom eating healthy has become a priority. That is why both the films are balanced on taste and health, which is the core business strategy the Nutrela business is built on.”
Piyush Pandey
Speaking about the campaign, Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather, India and South Asia, said, “Nutrela is a well-known brand for a long period of time. With the current concerns of nutrition needs of every family, we have presented Nutrela as an affordable, healthy and tasty option for everyday meals. These slice-of-life commercials have been created with simple human insights taken from people's lives. I am sure the audience will get the message.”
The ad films will be marketed with an integrated approach. The campaign is supported by print and ground activation coupled with massive visibility drive in trade. The campaign is promoted on the digital platforms such asTwitter, Instagram, Facebook and YouTube. The campaign will be spread across the Hindi GEC, Regional GEC, Movies and Food channels
Commenting on the new campaign, Nilesh Mazumdar, CEO, Consumer Brand Division of Ruchi Soya Industries, said, “The idea was to talk health and taste but not get lost in the sea of brands claiming similar benefits. Also, communicating the importance of healthy food has become very serious. So we decided to use humour and innocence as a device to send out our message of Nutrela Soya which is not only healthier and tastier but also affordable. We felt this story-line is something that would catch the attention of consumers across all markets as they would be able to relate to it.”
The 'Ab healthy ho jao sirf 10 rupee mein' TVC shows a Sikh school boy having his meal during lunch break. The TVC brings the innocence of two boys, Tony and the Sikh boy. The Sikh boy says Tony's veg food prepared out of Nutrela soya is much tastier than the non-veg food that his mother cooks. The commercial ends with the voiceover explaining the benefits of the Nutrela soya and also informing that the product is now available at Rs10.
The second TVC 'Life ki demand hai zyada' plays on the humorous tension between a father and son in-law's relationship. The TVC depicts how a son-in-law is keeping his demands in front of his father-in-law tactfully by projecting it to be the needs of his daughter and grandchildren and how father-in-law tackles his demands. The hero of the film is of course the product, which becomes the instrument that the father-in-law uses to make his point clear to his son-in-law.
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