MxMIndia

Tag: Cargill

  • Highlights the product proposition of 15 per cent lower oil absorption

    Sonakshi Sinha relaunches NatureFresh oil via new ad

    By A Correspondent

     

    Cargill has announced the relaunch of its refined oil brand, NatureFresh® Acti-Lite. The brand has been relaunched with a new campaign that features celebrities Sonakshi Sinha and Neil Bhoopalam. With this re-launch, the brand intends to make a difference in the lives of its consumers by bringing to them, a product that delivers on the promise of lower oil absorption.

     

    Speaking on the launch, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Lighter food is the number one category driver for refined oils in India and our consumers are increasingly gravitating towards eating lesser oily food.  As a brand NatureFresh Acti Lite seeks to enable its consumers to pursue a healthier life with the benefit of 15% lower oil absorption. We are excited to release our new campaign featuring Sonakshi Sinha, whose appeal and popularity is high with our target group.”

     

    Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Some ideas come from simple life observations. Just like the one we found for Nature Fresh, that tissues had an important place on every health-conscious person’s plate of fried food. Enter Nature Fresh Acti-Lite, and tissues can do what they were always meant to do, and not pull extra oil out of food. We feel this brings out the product’s uniqueness very well, aided by a well-crafted execution and some great performances from Neil and Sonakshi.”

     

     

  • The campaign looks to encourage consumers to adhere to their New Year resolution

    NatureFresh flags off #StartAHeartResolution initiative

    By A Correspondent

     

    NatureFresh Acti Heart, a new offering from Cargill, has launched a digital campaign #StartAHeartResolution. The campaign looks to encourage consumers to adhere to their New Year resolution by picking one which is easy to stick to – that is to take care of their heart.

     

    Speaking on the launch of the digital campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “December and January are the months where a lot of conversation happens around New Year resolutions. Considering how digital ecosystem thrives on topical content, this posed as a perfect opportunity for the brand to engage with the consumers in a relevant manner. We all know that sticking to your resolution is not quite as easy as making one. This forms the basis for the new ActiHeart campaign, which captures micro-moments in our lives when we struggle with our resolutions. In order to encourage consumers to stick to their resolutions, the campaign encourages them to start easy with a heart resolution in 2020 by switching to a better heart oil, #StartAHeartResolution with Nature Fresh ActiHeart.”

     

    Commenting on the campaign, Karthik Nagarajan, CCO, Wavemaker added: “This Nature Fresh campaign for New Year came as a welcome challenge to us, as not many clients take the plunge to stay culturally relevant to the audience. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness so that the campaign has a high recall value. Instead of going the broader way of keeping health or fitness resolutions, we narrowed it down by inviting them to take an easy resolution to #StartAHeartResolution with NatureFresh® Acti Heart™. The colloquial phrase ‘Kal se pakka’ used by the protagonists in the films certainly resonates with the people. Co-curating such interesting pieces of work at Cargill helps push the envelope to achieve greater milestones.”

     

     

  • She was recently elected President of the Indian Olive Association, has been working with Cargill for three-and-a-half years

    Neelima Burra quits Cargill as CMO

    By A Correspondent

     

    Neelima Burra, Chief Marketing Officer and Business Head – Organised Retail (MT &CSD) and Country Head – Olive Oil at Cargill Foods, has decided to move on. She will stay on with Cargill till the end of this month (October 2017).

    Burra, who was recently elected President of the Indian Olive Association, has been working with Cargill for three-and-a-half years. In this period, Burra, who has helmed marketing at Usha International and Whirlpool (for rerigerators) after stints at Britannia and HLL Lifecare, has been credited to have got Cargill visible in the marketplace through smart marketing moves.

    Burra was not available for comment at the time of writing this report, though the development has been confirmed by sources in Cargill. We don’t know yet about her next assignment, though a not-so-li’l birdie tell us that it will be a larger regional role.