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Tag: Sridhar Iyer

  • The campaign emphasizes the brand’s assurance of an extra bounce in everyday life

    Nature Fresh promotes new atta offering in latest TVC

    By A Correspondent

     

    Nature Fresh Sampoorna Chakki atta, the fastest growing brand of packaged atta in India announced the launch of a new campaign with the theme ‘Khali pet jung nahi jeeti jaati’. The campaign emphasizes the brand’s assurance of an extra bounce in everyday life.

     

    Nature Fresh is a household name in India. The strength of the brand lies in its offering of the highest quality products sourced from the best of nature. The brand’s current portfolio comprises Atta and oil.

     

    Nature Fresh Sampoorna Atta is a pioneer in the packaged atta category. It is made from the select, high quality wheat, grinded perfectly to give best possible consistency – na zyada bareek, na zyada dardara. The atta is rich in dietary fiber that eases digestion which means more strength and energy to the body.

     

    As a nation, which is on a journey of progressive development, every individual is on a drive to move up the socio-economic ladder. The everyday battle to succeed in their goals is possible only when the individual is healthy and is full of energy and strength. The brand takes inspiration from this basic insight ‘khali pet jung nahi jeeti jaati’ and takes a leap in terms of not only building the promise on the functional role of Atta but a higher order promise of strength and energy to take on the daily challenges of life. The brand tagline has been articulated as ‘Shakti hur jung ke liye’.

     

    Commenting on the new campaign Neelima Burra, Chief Marketing Officer, Cargill Foods India said, “While the category of branded Atta has low penetration at the moment, we see a significant opportunity for growth. Through this campaign, we aim to secure a strong position in the mind of the progressive urban consumer who seeks value without compromising on quality.”

     

    Explaining the TVC idea, Sridhar Iyer, Sr. Vice President, FCB Ulka said,“Atta till date has been sold on quality, trust, care but we felt that there’s a larger reason for an atta brand to be sold. This stems from the fact that one cannot take on the challenges in an empty stomach. Roti as a part of the main meal menu is the conventional source of sustainable energy and countless Indians have believed in its power as they set off for everyday battles. Nature Fresh Sampoorna Chakki Atta embodies that belief.”

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”