MxMIndia

Category: PRODUCTS

  • Watt A Box – a limited edition 5-in-1 Meal Box which comes with a built-in power bank that can charge your smartphone on the go

    Now, a meal box that can charge your smartphone while you eat

    By A Correspondent

     

    This monsoon, KFC in association with Blink Digital turns the act of charging your phone into a service by launching ‘Watt A Box’ - the meal box which comes with a built-in power bank that can charge your smartphone while you enjoy your meal.

     

    Driven by consumer insights and demand to access mobile chargers, KFC has created this innovative solution as part of its marketing campaign to engage with consumers. Lucky customers at select KFC stores in Mumbai and Delhi will get a chance to have their 5-in-1 meal served in ‘Watt A Box’ and be able to take it home too. Users can also participate in an online contest on the KFC India Facebook page to win these limited edition boxes.

     

    “We launched the 5-in- 1 Meal Box in March this year with the objective of providing an abundant complete meal and at an affordable price for our customers. With the launch of Watt a Box, we have gone a step ahead and also introduced an element of utility into the box. Each one of us spends a considerable time on our smartphones daily and the phone battery going dead is almost like a nightmare! No longer so with Watt a Box around,” said KFC India CMO, Lluis Ruiz Ribot.

     

    Dooj Ramchandani

    “In today’s day and age, smartphones have become as indispensable as food. Finding a charger when your smartphone battery is low can be stressful – whether in the middle of a meeting or in the middle of a meal. With the limited edition KFC Watt A Box, we wanted to offer a smarter and easy cool way for our consumers to recharge their smartphones while they have a ‘finger licking experience!”, said Dooj Ramchandani, Co-founder and Chief Creative Officer, Blink Digital.

     

    The quick service restaurant market is a competitive one with restaurants battling it out to convert hungry and time sensitive customers and a meal box with built-in power bank holds the power to deliver more personalised customer experiences.

     

  • The ad film features the star cast comprising of Sayani Gupta (of Margarita with a Straw fame) and veteran actress Archana Puran Singh

    Big Bazaar wishes ‘Neki Mubaarak’ in new ad campaign

    By A Correspondent

     

    On eve of the holy month of Ramzan, Big Bazaar and DDB Mudra West have etched a warm and compassionate campaign ‘Neki Mubaarak’ (Best wishes of goodness), which stays true to the brand’s promise of making India beautiful.

     

    The ad film features the star cast comprising of Sayani Gupta (of Margarita with a Straw fame) and veteran actress Archana Puran Singh.

     

    Sayani Gupta plays the role of a medical practitioner named Heena Qureshi and Archana Puran Singh plays the role of a mid-aged lady from a North Indian family. Set in the background of a small town hospital during Ramzan, the North Indian family seeks urgent medical attention for their young expecting female member. Here, Heena who works at the same hospital, steps up to the occasion and chooses her duty over her need for food, after the day’s long fasting. Witnessing this dedication is the mid-aged lady (played by Archana).

     

    The next day, Heena comes for her rounds in the ward. Appreciating Heena’s gesture from the day before, the mid-aged lady and her family arrange a food spread for Heena and request her to break her fast for the day with them. Heena obliges; while eating, she enquires about the baby’s name and the mid-aged lady expresses, “Heena.” Heena’s dedication towards her duty and the family’s sense of gratitude help them rise over their differences of religion and culture barriers, becoming one.

     

    The ad film pulls a slice from the viewer’s life and celebrates the goodness present in each one of us. This multimedia campaign is being led by the ad film and is being amplified by print, OOH, digital, on-ground and in-store & radio activations.

     

    This campaign comes as an extension to Big Bazaar’s ongoing ‘Shubh Shuruaat’ campaign and attempts to touch it’s consumers with ‘Neki Mubaarak’. The campaign further reinforces the brand’s inclusive nature and amplifies their commitment of celebrating the moments dearest to all the customers.

     

    Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “Festivals are actually a celebration of values, but today many of them have just become celebrations. Big Bazaar wanted to use the occasion of Ramzan to celebrate the values that it stands for. Because it’s these values that’ll truly help in ‘Making India Beautiful”.”

     

    Speaking about the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said “Ramzan is a month of doing ‘neki’ and performing good deeds is at the heart of this festival. In keeping with its theme of ‘Making India Beautiful’ Big Bazaar decided to celebrate this spirit of Ramzan through a beautiful story about ‘goodness’. We are excited about this campaign and we hope in its own little way it will promote the spirit of ‘neki’ this Ramzan.”

     

  • Bollywood heartthrob, Hrithik Roshan's appearance in the TVC adds to overall narrative

    Myntra readies Indians for its biggest ever fashion sale

    By A Correspondent

     

    Myntra has launched a 360 degree campaign to announce the arrival of its flagship fashion sale – ‘End Of Reason Sale’, to be held on the 2nd and 3rd of July. The core campaign thought is expressed by the tagline, “Tayyar Ho Jao”, which means “Get ready” and also translates to getting dressed. This is a loud call for all fashion shoppers to prepare for the country’s biggest fashion event.

     

    The 30-second ad film takes viewers through a series of settings, where people are gearing up for Myntra’s EORS in their own exaggerated ways – by measuring body sizes, setting up reminders for midnight sale start and preparing elaborate wish-lists of products to fully focus on shopping during the sale. Adding charm to the film, the video showcases Hrithik enthusiastically blocking dates and gearing up for the sale. The actor is seen wearing his active lifestyle brand, HRX, which is retailed exclusively on Myntra.

     

    The TVC is directed by Razneesh Ghai, produced by Asylum Films and conceptualized by Happy Creative Services. Apart from presence across TV channels, the campaign also uses other media channels like print, radio, OOH, digital, DTH across 10+ leading cities.

     

    Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “The upcoming edition of EORS is the country’s biggest online fashion sale event to date and we are confident of providing a delightful, memorable sale experience to all customers. Hence, we are reaching out to all our existing and new customers, to help them get ready to enjoy and get the best out of the sale event. Opportunities like this come rarely. Toh India, Tayyar Ho Jao!”

     

    Kartik Iyer, CEO, Happy Creative Services said, “The End-Of-Reason sale as a concept has been running successfully for a couple of seasons now. With this year’s sale being bigger and better we needed to capture the scale and excitement of people around the country. We were also trying to make the sale relevant to a larger audience. There is a certain energy & style to a brand like Myntra so we wanted to capture that even through the Sale offering. So India, tayyar ho jao! No reason to miss this Sale.”

     

     

  • The new smartphone from the Lyf range of smartphones gets launched with a TVC starring Priyanka Chopra

    Lyf showcases new smartphone Earth 2

    By A Correspondent

     

    So what’s so great about a new smartphone launch? There is one big bang almost every 10 days, but when it’s a launch from the Reliance Jio stable, you can’t help but taking notice. Earth 2, the new smartphone from Reliance’s Lyf range of smartphone+ devices, was unveiled on Monday. This is the device from the Elements Collection of Lyf.

     

    Said Sunil Dutt, President , Devices, Reliance Retail: “LYF Smartphone+ is a consumer obsessed brand and through Earth 2 we present the most advanced features in smartphones that deliver a differentiated digital experience to our consumers and puts the controls of smart devices in the hands of the consumers.”Dutt also demonstrated the various features of the new phone at the press conference.

     

    “To reach all our addressable audience through the mediums they are consuming today. Television is one of those mediums which is widely used. The other is digital medium which people are using very extensively now. Then there is outdoor, a highly visible medium. Besides that, the retail point of sale is always the moment of truth. So, there is a retail point of sale which we will be investing in. I think, all possible mediums by which we can reach out to consumers, we are using that,” said Dutt about its marketing strategy. The phone priced at Rs 21,599, mainly targets the youth and working professionals. He said, “For this the target group cuts across. It targets the youth who are looking for latest in technology to young professionals who are also looking for a great experience in their devices to people who have arrived in life and are looking at something beyond just using their phone for a normal camera or a normal voice calling purpose.”

     

    The TVC of LyfEarth 2 was also unveiled at the event by film director Punit Malhotra. It is directed by Malhotra and produced by Dharma Production, and features Priyanka Chopra.

     

  • New variant aims to offer the dual benefit of sensitivity relief along with restoring natural whiteness of teeth

    Sensodyne Whitening highlights new features in latest campaign

    By A Correspondent

     

    For those suffering from tooth sensitivity, choosing between a whitening toothpaste and the one that helps relieve their sensitivity becomes a difficult choice. Usually, they are left with no choice but to compromise one for the other. With the launch of Sensodyne Whitening, GSK aims to offer the dual benefit of sensitivity relief along with restoring natural whiteness of teeth.

     

    Shot in London, in three different languages, each TVC features an actual consumer and is a genuine, unscripted account of their experience with the brand. This is the first time ever that Sensodyne is using Consumer testimonials for TV advertising in India. With this launch, GREY group India and GREY London have partnered in handling campaigns with multiple stakeholders and complex logistics.

     

    Anurita Chopra, Area Marketing Director, ISC Oral Health, GSK Consumer Healthcare said, “GSK Consumer Healthcare has always endeavored to develop new products catering to the constantly changing needs of its consumers. A lot of sensitivity sufferers cope with sensitive teeth because they believe their regular toothpaste gives them more important benefits like whitening. Sensodyne Whitening toothpaste, will benefit in sensitive teeth and help bring back the natural whiteness of teeth on daily usage. Being a consumer preferred and expert endorsed brand globally, we are confident that this largest selling variant globally will be well received by our consumers.”

     

    Samir Datar, Vice President & Office Head, Grey group India said,”The category communication codes for a whitening oral care product have always been about vanity and dialling up the glamour quotient. For us, it was important to keep the Sensodyne brand character of authenticity and trust in mind, and hence showcase work that spoke of a more intrinsic motivation for such a product, which was inner happiness and self-confidence. To drive home this point better, we also used real consumer testimonials, for the first time for brand Sensodyne in India’.

     

    The major unlock for us was to recognize the need for multiple benefits in today’s demanding consumer, and the delivery of the brand and the product on the same. Our task thus was to communicate the dual promise of new Sensodyne Whitening and showing how one doesn’t have to compromise one oral care need over the other”, said Bikram Bindra, Vice President and Strategic Planning Head, Grey group Delhi.

     

    A high decibel, six week media plan is kick-started with spots across all the major channels.

     

  • Ropes in Kapil Sharma, actor and comedian for its Digital Film

    Micromax unveils latest campaign for Unite series

    By A Correspondent

     

    Celebrating the language diversity of India, Micromax has begun a huge 360-degree campaign that challenges the notion of proficiency in English being an integral part of success. The campaign themed ‘Angrezipanti ko dikhao Angootha’ draws inspiration from the fact that a lot of heroes in real life come from diverse cultural and regional backgrounds and have done exceedingly well in areas of sports, reality shows, music amongst others. The campaign is launched for the latest entrants in its most successful Canvas Unite Series- Unite 4 and Unite 4 pro, which enables the users to use their mother tongue with just a swipe. As a part of the entire campaign, Micromax has launched a TVC and a digital film with the popular actor and comedian – Kapil Sharma. In addition to this, the company has also associated with the much awaited Salman Khan starrer, Sultan.

     

    With the thought that language will no longer be a communication barrier and colonialistic hangover or as the brand has termed it ‘Angrezipanti’ is not a prerequisite to being successful, the new TV commercial excellently defies the stereotype of regional language speakers. It strongly stands for embracing Indian languages and more importantly, empowering Indians to keep up with the rest of the world through new innovations in the mass smartphone category.

     

    Kapil Sharma features in a digital film wherein he takes pride in his preferred language – Hindi. The film with a pinch of humor, very strongly sends across a message about breaking through the ‘un-coolness’ that is often associated with Indian languages over English.

     

    Micromax has also associated with this year’s most awaited movie, Salman Khan starrer – Sultan. The 30 seconds promo of Sultan will feature Anushka Sharma encouraging Salman Khan in the movie, to not struggle with English and embrace his own language. The promo ends with subtle humour stating, “Toh pachad do iss angrezipan ko, Naye Micromax unite 4 series aur Sultan ke saath, Aur angrezipanti ko dikhao anghootha.”

     

    Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Micromax is an early mover that was quick to realize that language is a massive roadblock in the adoption of latest technology in the smartphone market. We decided to develop the Unite series after observing smartphone users in India, who often struggle with an English user interface, and an absence of language support in a pro consumer way. Hence, taking ahead the legacy of our most successful smartphone series -the Unite Series, Micromax Unite 4 and Unite 4 pro are designed to enable users to break free from the language barrier in being part of the digital revolution of the country.”

     

    English has become a prerequisite for anyone who wants to make it big in life. This is the basis of our idea, “Angrezipanti ko dikhao angootha”. We want to enable people to communicate and express themselves in any language they are most comfortable with. We’re truly proud of our diversity, and this campaign is all about celebrating our Indian-ness. Our two new smartphones truly resonate the same message of empowerment, celebration, simplicity and confidence!”

     

    Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia said, “Apart from being very sharp of the product proposition, the Micromax Unite 4 TVC demonstrates the versatility of the Micromax brand theme – Nuts Guts Glory. It unravels another shade in the strong and audacious personality we are building for Micromax as a whole. And just like the phone, its TVC shows ‘Angootha’ to anyone who thought the new brand personality for Micromax is not language agnostic.”

     

  • 'Latest se latest ethnic fashion' compliments the Indian women

    Craftsvilla’s new ad campaign showcases latest ethnic collection

    By A Correspondent

     

    Craftsvilla will be adding more variants to its long list of ethnic wear, making itself as one stop destination for all the ethnic fashion needs. It aims to provide “Latest se latest ethnic fashion” to the customers for all kinds of occasions. Craftsvilla has also added a range of chic apparels such as palazzos, jackets, capes and leggings to the existing collection of sarees, lehengas, salwar suits and other ethnic wear.

     

    In line with its new avatar, Craftsvilla has launched an integrated mass communication campaign in last week of June. The campaign revolves around a story of four Indian women who are always in search of trendy ethnic fashion. These women want to stand out whether it’s in office or at functions through their stunning sense of fashion. The core message of the campaign stems from the resurgence of Indian women’s affinity to ethnic fashion and captures the heart and soul of the women and their ethnic needs through Craftsvilla latest offerings. Earlier ethnic fashion was limited to occasions such as weddings and festivals but nowadays women are on the lookout for ethnic fashion for everyday occasions. From smart office wear to chic party wear, the category has evolved tremendously encompassing contemporary wear rooted in Indian ethnic, fusion wear and elegant traditional wear.

     

    Craftsvilla has rolled out two TVCs that focus on slice of life situations that every woman can easily relate to. One of the TVC revolves around a group of girls who are out shopping, looking through the different collections, trying to figure out what is fashionable and trendy for a party they are going to attend. The other TVC is based on a discussion between girls deciding on what to wear for a sangeet function.

     

    Commenting on the Craftsvilla’s new avatar, Manoj Gupta, Co-Founder & Managing Director said, “Our customers are constantly evolving and so is their need for ethnic fashion. They are on the lookout for contemporary ethnic fashion that is rooted in Indian tradition yet is modern. Our new range of products strikes the sentiment of celebrating India’s culture and brings the customers close to their roots. We are delighted to partner with Razorfish in this creative attempt to create films which reflect Craftsvilla’s new offerings. Backed by our new campaign, Craftsvilla will further expand its presence amongst the modern Indian women.”

     

    Commenting on the new TVC, Dinesh Swamy, Senior Creative Director, Razorfish said, “Surrounded by a plethora of e-fashion brands offering range and choice, Craftsvilla decided on a very focussed approach. The fashion category is driven by consumers wanting to be ‘in’ and ‘trendy’. Their constant cry is ‘Kya latest hain?’ Craftsvilla used this insight to strategically position itself as the one brand that offers the ‘Latest se latest ethnic fashion’. To bring this proposition alive, the film campaign revolves around the world of 4 modern young women who are friends – but with different ethnic fashion needs.  The films make contemporary ethnic fashion appear cool and trendy – whether it be every day or occasion-led.”

     

    Craftsvilla’s wide range product portfolio includes popular brands across traditional, fusion clothing and accessories to home decor. Apart from providing the affordable and elegant ethnic wear, it also provides the best shopping experience to all its customers.

     

  • The campaign will focus on the Pune market with compelling executions across print, outdoor, radio and digital

    K Raheja Corp unveils campaign focusing on ++ Living

    By A Correspondent

     

    K Raheja Corp has announced its newest luxury residential offering at Raheja Vista Premiere Pune christened ‘Eternia’. Launching its multi-media campaign pegged on the acronym ++ Living, the month-long campaign which has just launched, will focus on the Pune market with compelling executions across print, outdoor, radio and digital.

     

    The campaign invites customers to an experience of ‘++ Living’ amidst roomy two and three bedroom apartments. These are complimented by the equally vast outdoor spaces that house swimming pools, a yoga deck, a basketball court, skating rink, squash court, tennis courts and more, spread an expanse which equals the size of four football grounds.

     

    The multi-media campaign will also go online with a microsite and a combination of Google display ads and social media.

     

    Speaking about the launch of Eternia, Vinod Rohira, Managing Director and CEO of K Raheja Corp, said “At a time when a home buyer is left to choose between space and convenience, Eternia strikes a perfect balance, offering the best of both. The campaign is pegged on the most fundamental offering of space and luxury – both inside of your house and outside, replete with modern amenities. With this offering, we fortify our commitment to deliver to our discerning clientele only the finest living experiences.”

     

    Conceptualised by Utopeia Communicationz a series of discussions led to the selection of ‘++ Living’ – which implies only the most luxurious living experience across all attributes of the property.

     

    Speaking on the campaign, Sean Colaco, Co-Founder and Creative Head of  Utopeia Communicationz, said “While the proposition for Eternia is clearly focussed on the physical manifestation of space in both the homes and the surrounding property, the true dimension of space is in how it allows the customer to live his life: which is, with  abundance. This dimension of living the ++ Life is captured to dramatic effect in the creatives, reinforcing the belief that size truly does matter. ”

     

    The property is situated in Pune’s progressive NIBM neighbourhood, with easy access to the city centre, airport, railway station, few of the best hospitals and schools. Possession will begin from March 2017.

     

  • Ads Feature brand endorser Farhan Akhtar and actor Boman Irani

    IndusInd Bank launches new campaign on ‘Fingerprint Banking’

    By A Correspondent

     

    IndusInd Bank has launched an integrated advertising campaign to unveil its innovative service ‘Fingerprint Banking’. IndusInd Bank is the first bank in the country to launch this service where customers can do end-to-end banking transactions on its Mobile Banking app ‘IndusMobile’, by using just their fingerprint. The campaign features Farhan Akhtar, brand endorser for IndusInd Bank and multitalented actor Boman Irani.

     

    ‘Fingerprint Banking’ service has been launched after studying consumer behavior and insights on remembering complicated and lengthy passwords. It was found that customers tend to forget their passwords and resetting them again was a lot of trouble. With fingerprint banking, consumers can afford to forget passwords forever.

     

    Apart from fingerprint, the mobile banking App also has functionality of ‘Swipe Pattern’ which can be set as a security identifier to conduct mobile banking transactions. This ensures that customers across all smart phone devices can do their banking transactions seamlessly without entering passwords.

     

    Launching the campaign, Sumant Kathpalia, Head – Consumer Banking, IndusInd Bank said, “This advertising campaign from IndusInd Bank embodies a blend of strong consumer insight and interesting slice of life situations with subtle humor. The launch of this service has further strengthened the core brand philosophy of Responsive Innovation. We are glad that Bollywood’s two seasoned actors have associated with us and have enhanced the effectiveness of this ad campaign”.

     

    Ankur Suman, Principal Consultant & Creative Head, RK Swamy BBDO commented, “As always, IndusInd Bank has come up with yet another unique, differentiated service. So the communication needs to be potent enough to create the right degree of buzz amongst consumers. While we have demonstrated the convenience of Fingerprint Banking clearly, we have retained the zippy energy and humour that have given the brand’s communication a distinguished identity over the years.”

     

    IndusInd Bank has adopted a well synergized multimedia media approach for this campaign. While TV will be the lead medium of the campaign, effective digital media will engage and connect with the digital savvy audience.  Other mediums will also be used along with the key mediums in order to create a ‘surround sound’ of the communication. The estimated media spends of the ad campaign is approximately Rs. 15 crores.

     

  • Releases video encouraging individuals to connect with themselves

    Bajaj Avenger unveils campaign to observe Social Media Day

    By A Correspondent

     

    Bajaj Auto’s Avenger is celebrating Social Media day with a thought-provoking video campaign. Bajaj Avenger which is positioned on the idea of ‘liberation’ has come up with a film that underlines the downsides of over exposure to social media, encouraging people to connect with themselves.

     

    The current generation of millennials have started leading a life that is dominate by the digital world. Twitter, Facebook, YouTube, Google+ and LinkedIn have become an integral part of our life and our way of connecting and interacting with the world. The flip side of over exposure to digital and social media prevents people from spending time with themselves and their loved ones. The more connected we are connect on social media, the more detached we are to the real world and all that nature has to offer.

     

    Commenting on the film, Sumeet Narang, Vice President, Marketing Bajaj Auto Ltd said “Avenger, as a brand is all about liberation. So in today’s context, we looked at what’s that one thing that seems to be holding us back. Social media is constantly coming up with newer ways to connect, giving people the means to reach out, keeping them up to date. The flipside being, it seems to be tying us down to such an extent that we are losing ourselves to it. So 30th June was the opportune moment to get the Brand Avenger to call for action, urging people to free themselves, a value that the brand stands for. The idea for our campaign is to encourage and empower people to connect with what matters the most.”

     

  • Aims to promote urban denim culture by refreshing forgotten entities of city life through creativity, innovation and a sense of purpose

    Maxus Digital conceptualises #RefreshTheCity campaign

    By A Correspondent

     

    Maxus has created a refreshing campaign for Lee to pave a path of change in tumultous urban life. #RefreshTheCity was conceptualised to promote urban denim culture by refreshing forgotten entities of city life through creativity, innovation and a sense of purpose for LEE’s latest innovation – Jade Fusion Denims.

     

    The brand has been known to come up with remarkable products that take into account the evolving urban consumer lifestyle and create campaigns that take the philosophy of ‘innovations with a visible impact’ on ground. Stemming from the fact that we belong to a generation of the ‘curious’, Maxus re-imagined the global campaign in the Indian context that encompassed creativity, sense of purpose and helped reinvent and redefine Urban lifestyle.

     

    The campaign submissions in India has overtaken all other participating countries (Hong Kong, Vietnam, Taiwan, Philipines, Indonesia, Malaysia and Thailand) with 552 video/image entries and 503 text entries in just over a month from across the brand’s social media platforms and the campaign website.

     

    Leading by example, the brand endorsed three innovative ideas to give this noteworthy global campaign a head start. Bookniture, Bike the Moment and Denimite are three concepts the brand introduced as it invited suggestions from each city. From recycling porcelain mugs and plastic bottles to growing plants and painting city walls, talking with the less-privileged over a cup of lemonade or a meal to refurbishing old municipal garbage cans to make them more inviting – Indian citizens have come forth with wonderful ideas that each revive the city in baby steps. One tweet from a participant concerning a road repair, was addressed to a local government official, with Lee tagged in it. The official took prompt steps to resolve the issue. In times when every simple solution counts, LEE India’s campaign is an outstanding step toward paving a path of change in the tumultuous urban life.

     

    “How do we fuse energy, creativity and actual change with the current generation to do something tangible! Armed with this question by LEE, we were clear we needed to think unconventionally yet engage effectively. For this very purpose, we created #RefreshTheCity and married the idea of powerful storytelling. The campaign results have been encouraging and we are extremely pleased with the way this has set benchmarks. Hope this only grows from strength to strength,” said Vishal Jacob- National Director, Maxus Digital.

     

    “We are overwhelmed by the number and quality of responses we have received. Not only are these suggestions, most of the participants are already practicing and implementing what they have shared. To have been able to create a platform where such great thoughts for reform find common place is what we truly aimed for,” said Vipul Mathur, Marketing Head at Lee India.

     

  • Nature Fresh Acti-Lite brings forward its association as an able health partner to the fore

    Nature Fresh cracks new code for its Acti-Lite campaign

    By A Correspondent

     

    The woman of the house often has to deal with the challenge of maintaining the health of her family along with the activeness quotient, which impacts the day-to-day happiness in the household. Every woman expects her husband to be an active father. She wants the husband to spend some active time with their children after he is back home from a busy and stressful work day. While, men around the country are trying hard to share the responsibility of parenting, while their better halves are helping them maintain an active lifestyle by making smarter food choices.

     

    As a result, the modern day Indian family is switching to healthier lifestyle and food choices. In its all new brand campaign, NatureFresh Acti-Lite brings forward its association as an able health partner to the fore.

     

    Conceived by FCB Ulka, and set against a melodious soundtrack created by Salim Sulaiman, the storytelling is about how a woman, by making little changes in the grocery items, can turn her husband into a dream father for their little daughter. We see a father who enjoys to take his little girl cycling daily or getting her ready for school, to doing delightful things like pitching a tent and camping out in the backyard. This is where the power of the Woman- the Home Maker is showcased. She is able to make kacche papa to acche papa [being able to do all that they want to do with their children] by simply switching to NatureFresh Acti-lite, as the cooking medium. NatureFresh Acti-lite, with its low fat cooking medium, promises less absorption of oil, that results in less sluggishness in the body. One important step towards having a ‘har pal active’ family.

     

    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 an un-met need 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 Home Maker, which is helping her give the household their daily dose of active fun by having an active father!”

     

    Speaking on behalf of FCB Ulka, Swati Bhattacharya, Chief Creative Officer, said “The woman of the house is the architect of the happiness moments of the family. Behind every “Ache Papa” is an intelligent Mom who knows the recipe of how to make her family more active and help them accomplish more each day.”

     

    Rohit Ohri, Group Chairman & CEO, FCB Ulka said, “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 are wanting to empower their husbands in their most important role in life- that of a good father.”