BN Group, the edible oil manufacturing company, has unveiled a campaign #JaisaGharWaisaCookingOil for its newly launched retail brand – Nutrica. Conceptualized and developed by Gozoop Group, the campaign consists of six commercials (TVCs), OOH, print, in-shop and other digital assets.
Sharing his insights into the campaign, Kiran Giradkar, Chief Marketing Officer, BN Group said: “Nutrica is a lifestyle brand that recognizes and honors the individuality of your family’s health and wellness needs. With our #JaisaGharWaisaCookingOil campaign, we’re attempting to question the status quo and bring some excitement in the otherwise very serious category. The communication developed by GOZOOP Group breaks the mold and infuses fun to cut through the clutter. We intentionally stayed away from showing those done-to-death visual cues like a kitchen set up, pouring of oil and those dinner table smiles. We hope our communication will travel seamlessly to make a healthier lifestyle a matter of pride for every household.”
Added Mohit Ahuja, President, Gozoop Group: “Here we had a range of oils, all with specific benefits. Rather than just highlight these benefits, we thought it would be nice if a distinct need for each can be shown through examples of human behavior. The creative team has done that beautifully. The humorous tonality of the thematic ads further #BreaksTheBox in the category.”
Navratna Oil has joined hands with Kapil Sharma for its new campaign this summer.
Conceptualised by Wondrlab, the series involves Kapil offering a solution in his signature style as Sumona Chakravarti, Kiku Sharda and Gaurav Gera deal with problems caused by everyday chaos.
Talking about the films, Kaushik Vedula, AVP – Marketing, of Emami Ltd. said: “This year we wanted to break the mould. As a market leader in this segment, we have always had brave campaigns that redefine benchmarks. With the growing market, and brands finding new ways to be relevant, we decided to take the plunge into the wild. For a mass brand like Navratna, taking a step towards branded content opens up new avenues to reach and connect with our target audience. I am truly excited for this campaign and confident that it will significantly enhance our market presence.”
Added Amit Akali, CCO and co-founder of Wondrlab: “The idea for the campaign came from Navratna’s history of entertaining the viewers with their ads. So, we decided to go all out. And who better than India’s Comedy Superstar to headline the campaign? We even got Kapil’s writers on board and worked with them to make sure the essence of Kapil Sharma shines through. And the result was better than we imagined. Of course, the credit goes to Kapil, Kiku, Sumona and Gaurav too for bringing alive the characters with their charm and improvisations on set.”
Cleartrip, now a Flipkart company, has onboarded Mahendra Singh Dhoni as its new brand ambassador.
Speaking on the arrangement, Ayyappan R, CEO, Cleartrip, stated, “We are thrilled to welcome Mahendra Singh Dhoni to the Cleartrip family. He is a revered sportsman who has inspired an entire generation – he is known for his values and is often associated with building trust and great leadership skills. Through our association with him, we hope to empower individuals to make the right choices in travel, seamlessly. As we continue to grow in scale, we hope to make travel an achievable aspiration for everyone, no matter where they are from. With Mahendra Singh Dhoni aboard, we aim to encourage a large demographic to step out and explore the world with confidence.”
Id Fresh has unveiled its latest campaign titled ‘Grandmother’s Approval’ as an iteration of its annual TransparenSee initiative.
Said P C Musthafa, Global CEO of Id Fresh: “In the age-old tradition of creating homemade idli-dosa batter, the wisdom of our grandmothers is truly unparalleled. Thus, it was only natural to invite them to our facility, to witness how the entire process was done and get a seal of approval from them. The fact that we have earned the distinguished title of ‘Grandmother’s Approved Brand,’ only reaffirms our commitment to authenticity, quality and taste. Their presence not only honoured the cherished tradition of homemade batter but also validated Id Fresh’s commitment to delivering products that uphold the essence of homemade cooking.”
Audio brand Shure has partnered with the Living Tongues Institute for Endangered Languages for a campaign.
Said Eduardo Valdes, Associate Vice President of Global Marketing and Product Management at Shure: “With a heritage of developing some of the most fully featured and reliable wireless audio gear, Shure has the distinct honor to support organizations that depend on this technology to do their work. It’s been an absolute pleasure equipping Living Tongues with MoveMic and watching how this noble organization executes its work in some of the most extreme conditions while still capturing flawless wireless audio.”
Added Thomas Genower, Creative Director at Media.Monks: “Our ability to express ourselves in our native tongue is what gives our rich and diverse cultures their unique identities. It’s vital that we document, record and safeguard endangered languages in as much detail and fidelity as we can. This partnership holds real purpose, highlighting both the quality of Shure’s product and the crucial work that Living Tongues institute for endangered languages do. The value of this project is that we’ve been able to aid the implementation of language preservation and grow awareness for it.”
Gemini Edibles & Fats India Ltd has launched a campaign on Freedom Rice Bran Oil titled ‘Cholesterol ki Safai ka specialist’.
Said P Chandra Shekhara Reddy, Senior Vice-President of Sales & Marketing at Gemini Edibles and Fats India Ltd: “Rice Bran Oil is a trusted choice for health-conscious consumers. Freedom Rice Bran oil with over 10000+ ppm of Oryzanol, actively supports heart health by increasing good cholesterol while reducing the bad cholesterol. This campaign is designed to help customers understand the importance of cooking the food daily with rice bran oil as it helps in cleaning bad cholesterol – hence the message, ‘ Cholesterol ki Safai ka specialist ‘, keeping people healthy. Through the campaign, Freedom Rice Bran Oil reinforces the need to consume food cooked in rice bran oil to stay healthy.”