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NatureFresh cracks code to a hands-on father

The commercial, conceptualised by FCB Ulka, shares the secret behind turning a ‘kacche papa’ into a ‘acche papa’, showing how good fathers do not come readymade

BestMediaInfo Bureau | Mumbai | July 4, 2016

NatureFresh-TVC Click on the image to watch the TVC.

In a new brand campaign, NatureFresh Acti-Lite shows how switching to a healthier lifestyle and food choice could be the key to having a happy family with a hands-on father. The TVC brings to the fore the reality of how more and more fathers are sharing the responsibilities of parenting and how they can be helped in this endeavour by making smarter food choices.

The commercial, made by FCB Ulka, has a melodious soundtrack created by Salim-Sulaiman. It shows how a woman, by making little changes in the grocery items, can turn her husband into a dream father for their little daughter. The ad film begins with a mother talking about how good fathers do not come readymade and how they have to be assisted. In the TVC we see a father who enjoys taking his little girl cycling daily or getting her ready for school or doing interesting things like pitching a tent and camping out in the backyard. Here, the mother has played her part in making of a hands-on father by simply switching to NatureFresh Acti-lite as the cooking medium.

Speaking on the launch of the new campaign, Neelima Burra, Chief Marketing Officer, Cargill India, said, “NatureFresh Acti-Lite is India’s first low fat cooking proposition in the edible refined oil category. According to our research, eating low fat food is the need of the hour which consumers feel is important for an active lifestyle. Through our new marketing campaign, we aim to target the cosmopolitan families and set a new trend in the category of low fat cooking with Nature Fresh Acti-lite. The new NatureFresh Acti-Lite is the perfect partner for the homemaker, which is helping her give the household their daily dose of active fun by having an active father.

Swati Bhattacharya Swati Bhattacharya

Speaking on behalf of FCB Ulka, Swati Bhattacharya, Chief Creative Officer, said, “The woman of the house is the architect of happiness moments of the family. Behind every ‘Ache Papa’ is an intelligent mom who knows the recipe of how to make her family active.”

Rohit Ohri Rohit Ohri

“At FCB Ulka, we nurture brands to become strong partners to their consumers. NatureFresh Acti-Lite is one such brand. Giving new age solutions like low fat cooking to homemakers who want to empower their husbands an important role in life, that of a good father,” said Rohit Ohri, Group Chairman & CEO, FCB Ulka.

The TVC:



Client: Cargill India

Brand: NatureFresh Acti-Lite

Creative Agency: FCB Ulka Delhi

Creative Head: Vasudha Misra

Director: Arun Gopalan

Music: Salim-Sulaiman

Lyricist: Swanand Kirkire

Background Singer: Jonita Gandhi

Production House: Story-Tellers

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