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Gold Winner aims to makes India vitamin D positive

The campaign 'Let's make India D positive' is conceptualised by OPN Advertising and aims to build awareness around the deficiency of vitamin D

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Gold Winner aims to makes India vitamin D positive

Gold Winner aims to makes India vitamin D positive

The campaign 'Let's make India D positive' is conceptualised by OPN Advertising and aims to build awareness around the deficiency of vitamin D

BestMediaInfo Bureau | Mumbai | August 5, 2016

Gold-Winner Click on the Image to watch the TVC.

Kaleesuwari Refinery Private Limited has launched its vitamin D3-fortified all-new Gold Winner Vita D3+ refined oil. The new campaign, titled 'Let's Make India D Positive', highlights two elements to make it possible -- daily natural sunshine and its refined oil, Gold Winner Vita D3+.

Conceptualised by OPN Advertising, the new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency and how it can be overcome with a small shift in eating and lifestyle habits. Kajol leads the awareness drive as the brand ambassador.

The film opens with sunlight streaming where a bunch of kids and Kajol are gathered in a huddle. Kajol is seen whispering something to kids and from there the kids are seen running in different directions, most of them to their homes. The kids then bring their parents to the open building space. As they rush, the jingle takes off – 'Come out! Come outside! We need to get some sunshine! We need to get Vitamin D!'

The parents and kids gather and Kajol explains how deficient we are of Vitamin D. A doctor leaving for work stops as he notices the commotion and says that for strong bones, healthy heart and sugar control, Vitamin D is very important. The actor then says Gold Winner with Vita D3 gives you the required daily dose of the vitamin.

The 360 degree communication plan is spread across television, cinema, print, outdoor, radio, digital, in-shop and PR. The company has launched a unique QR code on its pack, which directs consumers to a microsite created to specifically address vitamin D-related queries.

Anurag Lodha, COO, Kaleesuwari Refinery, said, “Let's make India D positive campaign is part of our new product -- Gold Winner with Vita D3+ -- that we unveiled recently. The TVC very interestingly conveys how the importance of sunshine exposure and right dietary intake is essential to have sufficient amount of vitamin D. Our product innovation and design have always focused on providing a healthy lifestyle to our consumers and to encourage healthy eating habits. Vitamin D deficiency is highly prevalent in our country and therefore it was important that we innovate the existing product by making it powerful so that it has a strong consumer connect. This is what our TVC attempts to do; the newness of the change, the mass appeal of simple ideas and the powerful visuals has brought these thoughts alive.”

Bala Manian, Director, Strategy, OPN Advertising, said, "Given Gold Winner's leadership position within the edible refined oil space, particularly in South India, it is ideally poised to lead the vitamin D revolution in India and create widespread awareness for the deficiency. This is why we wanted the TVC to be a precursor to the 'Let's make India D positive' movement."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits

Client: Kaleesuwari Refinery

Creative Agency: OPN Advertising

Creative Director: Chockalingam S

Director (of the film): Roshini Chandra

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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