Freshey's 'Soft and Strong' campaign takes a cheerful route to introduce its new offering

Freshey's, the ready-to-cook (RTC) brand from the house of WayCool, has unveiled a new TVC campaign ‘Soft and Strong’.

The campaign is running with the core communication "Soft Amma’kum Strong Chutti’kum-kaana paneer (Paneer for every strong kid and their Supermom)".

The TVC acts in parallel to the brand's endeavour to shine the spotlight on the fun element in Paneer, one of the best fun proteins.

The Indian value-added dairy (VAD) segment is set to grow at 16% CAGR for the next few years and Freshey aims to build a significant presence in this fast-growing category.

The brand aims to popularise cottage cheese (Paneer) as an easy-to-cook staple and make cooking Paneer-based dishes an experience people will look forward to.

The new Freshey’s TVC builds on the thought - Moms make it Fun with Freshey’s.

The TVC envisions the chaos mothers go through in dealing with their active kids every day, the verbal tussle between them, and how moms transform the whole situation into an enjoyable affair by cooking up a delicious Paneer dish.

The TVC visualises the richness of Freshey's Paneer that is soft and rich in proteins while showcasing the versatility and convenience of cooking a variety of Paneer dishes.

BP Ravindran, Chief Business Officer, WayCool, said, "We are delighted to roll out this campaign celebrating the daily banter and relationship between the mother and the child while showcasing Freshey's Paneer as a delicious accompaniment or treat. The film will be very relatable to children and young mothers while communicating the product’s attributes - convenient, fresh and fun. We are certain that this campaign will accelerate our journey to become the preferred choice of Paneer and will nudge consumers to include protein (Paneer) in their regular meal regimes, more often.”

The campaign will run across television channels, digital platforms like YouTube and OTTs like SunNxt and Hotstar.

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