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Tag: Ruchi Soya Industries Limited

  • Highlights father's lethargy post a heavy meal as he is unable to fulfill his desire to play with his son

    Ruchi Soya plays up health benefits of its Sunrich variant

    By A Correspondent

     

    Sunrich, refined sunflower oil from the house of Ruchi Soya Industries Limited launched its new marketing campaign by unveiling a TVC for its target markets primarily focusing on south, since the region is the biggest consumer of sunflower oil. Sunrich’s new TVC is launched in states like Karnataka, Kerala, Tamil Nadu, Andhra Pradesh and Telangana. The objective of the new TVC is to communicate the superiority of Sunrich over other sunflower oils due to its unique proposition of added vitamins and up to 15% low absorption.

     

    The TVC opens with a father dreaming that he is swimming with his son whereas, in reality he is sleeping due to lethargy post having a heavy meal. Priyanka Upendra, the brand ambassador of Sunrich addresses his exasperated wife and family by advising them to switch to Sunrich Refined Sunflower oil, as it is fortified with Vitamins A & D and offers less absorption than ordinary sunflower oil, which helps people remain active even after heavy meal

     

    Commenting on the marketing objective, Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries Limited says, “People want to eat a wide variety of food to their hearts content, but changing lifestyles keeps people sedentary; making one feel lethargic and put on weight. Hence now people have started ‘watching’ what they eat and counting calories. The main idea around which the TVC is constructed is that when you are ‘lazy’ and ‘lethargic’ your wishes are often only fulfilled in your dreams. For actually converting your wishes to reality you need to be active and healthy.”

     

    Hemant Kumar, Executive Creative Director, Orchard Advertising said, “With brand Sunrich, we identified an opportunity to talk to young married couples who are self-driven to succeed in life. Keeping in mind the reality of their lives, it would be purposeful for the brand to talk about the other side of life they are fast losing out on, which is health.  Sunrich being a sunflower oil, with added benefits of low absorption and added vitamins has the ability to help people live healthy rich.”

     

    It naturally contains Vitamin E and the addition of vitamins A & D which may help in improving eye sight and bone health. Sunrich contains lesser proportion of saturated fats and is significantly fat free which may help reduce cholesterol over time. Unlike ordinary oils food prepared in Sunrich sunflower oils absorbs up to 15% less oil. The sunflower oil has 0% cholesterol and is high in PUFA, which may help improve heart health. Sunrich is also a member of the prestigious National Sunflower Association, USA.

     

    The TVC has been conceptualized by Orchard Advertising and produced by Ignition. Maxus India is the media agency. The TVC will be on air till 14th August 2016.

     

  • The new Mahakosh TVC with its brand ambassador Madhuri Dixit highlights the necessity of being fit

    Ruchi Soya unveils new TVC for Mahakosh

    By A Correspondent

     

    Ruchi Soya Industries Limited has rolled out a new campaign for Mahakosh. The new campaign features Mahakosh’s recently appointed brand ambassador Madhuri Dixit. The objective of the TVC is to highlight the necessity and importance of being fit and healthy. The product is being promoted through an interesting tagline which is in sync with the brand’s positioning – “Fit hai toh Future hai.”

     

    The basic premise of the TVC is that current day mothers have multiple concerns about the health of their children due to lack of exercise, frequent consumption of junk food, pressure of studies, etc. and while it is tough to control the environment, mothers can cook tasty and healthy home foods with vitamin fortified Mahakosh soyabean oil.

     

    Alok Mahajan – Head of Marketing, Popular Division of Ruchi Soya Industries Limited shared, “Madhuri Dixit seamlessly fits into our new brand campaign for Mahakosh. She epitomizes the modern cosmopolitan women who effortlessly delivers on her many roles – she is a celebrity role model who is a working woman, a caring wife, a loving mother and trendsetter with an incredible blend of style and substance as well as tradition & modernity. Our communication for Mahakosh – features her as a concerned mother and clearly communicates the brand’s superior quality attributes and the multiple benefits it provides for cooking tasty and healthy foods important for the child’s development and fitness.”

     

    The campaign will be on air consistently with the launch of the TVC during the festive season. The campaign will be further supported by on-ground activation, cinema, print ads and radio commercials. The TVC campaign is going to span on Hindi GEC, lifestyle, health, news, kids & music channels. Radio / print / cinema campaigns for amplification will be focused in all the regions where Mahakosh holds prominent positions.

     

    The TVC has been conceptualized by Orchard Advertising Private Limited and produced by Ignition Films. It has been directed by Rensil D’Silva. Maxus is the media AOR.

     

  • TVC and marketing campaign featuring the leading Bollywood actress to follow soon

    Madhuri Dixit appointed Brand Ambassador for Mahakosh Edible Oils

    By A Correspondent

     

    Ruchi Soya Industries Limited has signed popular actress Madhuri Dixit as the brand ambassador for its brand ‘Mahakosh’. Ruchi Soya also announced that it would shortly be unveiling a mass media campaign featuring Madhuri, for Mahakosh refined Soyabean oil.

     

    Dinesh Shahra – Founder & MD, Ruchi Soya Industries Limited, said, “Brand Mahakosh stands for natural goodness and health. Madhuri Dixit’s persona is a perfect fit for Mahakosh. We are happy to have her as the brand ambassador for Mahakosh range of edible oils.”

     

    Satendra Aggarwal, COO, Ruchi Soya said, “Madhuri seamlessly fits into our new brand positioning for Mahakosh edible oil. She epitomizes the modern cosmopolitan woman who effortlessly over delivers on her many roles – she is a celebrity role model who is a working woman, a caring wife, a loving mother and trendsetter with an incredible blend of style and substance, as well as tradition and modernity. She is also extremely health conscious both for herself and her family.”