MxMIndia

Tag: Cargill India

  • To manage brand strategy and creative

    BBDO wins mandate for Cargill edible oil

    By Our Staff

     

    Cargill India, the American global food corporation, has appointed BBDO India to manage the brand strategy and creative for their edible oil brands portfolio.

     

    Asked about the partnership, BBDO India’s GM and chief growth officer, Nikhil Mahajan, said: “The relationship between us has been built on great conversations, insightful work and the desire to do something more than just an ad. With a unified vision and a common goal, I am certain that this partnership will lead to some great pieces of work that will always find ways to stir up a conversation with our consumer.”

     

    Added Krishna Mani, Chief Creative officer BBDO India (Delhi): “We are really looking forward to working with our partners at Cargill to write meaningful and impactful narratives for various brands in their portfolio.”

     

  • Lowe Lintas Delhi won the agency mandate for all consumer brands under Cargill Foods India

    Cargill Foods appoints Lowe Lintas as creative agency

    By A Correspondent

     

    Leading FMCG company Cargill Foods India has appointed Lowe Lintas for the creative duties for consumer brands – from edible oils to atta.

     

    The pitch was announced for Cargill Foods India’s brands, such as the Leonardo range of Olive Oils, Nature Fresh range of edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar Refined Sunflower Oil, Gemini Refined Cooking Oil, Sunflower Vanaspati and Rath Vanaspati. Out of the 11 agencies, Lowe Lintas is said to have brought it alive in the form of creative advertising ideas and communication with a 360 degree integrated approach.

     

    On this new journey, Neelima Burra, Chief Marketing Officer at Cargill Foods said, “Edible Oil is a highly fragmented and regionalised market. Cargill India follows multi brand approach and micro-marketing strategy to win in market place. Looking at the business dynamics, in last two years we have rejigged our portfolio and brand positioning. We thank our earlier agencies Leo Burnett and FCB Ulka, who helped us to re-position and re-launch our brands. I really appreciate their efforts in helping us evolve our campaigns and make them noticeable. We are extremely choosy of our approach to businesses and marketing. While our products and brands are doing well in top league, we believe customized campaign approach is pivotal for success in Edible Oil Market. The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for.  We are excited on this association to lead all our brands to a leadership position in consumer’s hearts and minds“.

     

    Said Naveen Gaur, President, Lowe Lintas, Delhi: “We are truly excited about our partnership with Cargill. At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill. Looking forward to create some great pieces of work!”

     

     

  • 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.”