NatureFresh, the home-grown brand of Cargill’s food business in India, launched its new digital campaign ‘#AsliKhiladi’ with Delhi Daredevils, highlighting the importance of a homemaker in the life of a family.
The campaign emphasises the homemaker’s active life and her ability to meet every need of the family, in a quirky manner. With about 3.6 million views and counting, this campaign is currently the second most buzzing campaign in the SportsWatch IPL 2018 Brand Effectiveness Study.
Based on the premise that ‘Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’, the story opens with a running commentary by three Delhi Daredevil players who observe a homemaker doing her everyday chores, actively and with a great deal of energy. In the end, the three players conclude by saying that while they do play on the cricket field, the real player in everyone’s lives is the woman or the homemaker. With clever dialogues, the narrative draws parallels between the life of a homemaker and that of a cricketer during a match. It highlights that both require one to be active and energetic, whether at home or on the field. This novel campaign highlights the fact that with NatureFresh by her side, the woman of the house is truly an #AsliKhiladi; that when life throws a googly, NatureFresh ensures that the homemaker is always up for the challenge. The film was also launched in a very interesting manner wherein users on the social media page of the brand were intrigued with a time-lapsed version of the actual film and were asked to guess the actual story to win DD merchandise. This was followed by a string of social creatives through various contests such as #DDKaFoodie, leading to increased engagement with the consumers.
Deoki Muchhal, Managing Director, Cargill’s food business in India, said, “As a consumer brand, engagement with consumers is always our key focus. NatureFresh represents active living and by highlighting our association with Delhi Daredevils, through the #AsliKhiladi campaign, we are looking at organically extending the brand’s ethos. It is heartening to see the film is being well-received by the consumers with about 2.5 million views already. I believe the campaign will help us accentuate brand equity for NatureFresh as we continue to build a stronger consumer footprint, across the country.”
Highlighting the thought behind the campaign, Saugata Bagchi, National Head, Quasar Media Private Limited, said, “This NatureFresh campaign for IPL came as a welcome challenge to us as not many clients take a digital-first approach for an IPL association. The brief was to showcase the brand fit in the consumer’s daily life and build brand awareness for NatureFresh. With #AsliKhiladi we captured the imagination of our audience while engaging DD fans and letting them know, where all NatureFresh adds value to their lives. The success of the campaign is evident in the surge of relevant conversations which made it a trending IPL campaign in no time.”
Client: Cargill’s food business in India
Managing Director: Deoki Muchhal
Agency: Quasar Media Private Limited
Head of the Agency: Saugata Bagchi
Account Creative Lead: Nitin Jain
Account Planning Lead: Sukanya Paul Chatterjee
Account Servicing Lead: Nikita Rajput
Region Creative Lead: Anjali Dev Barman
Copy: Akshay Anand
Art: Harpreet Singh; Era Chawla
Production House: A Little Anarky Films
Executive Producer: Daksh Bhutani
Director: Koval Bhatia