Nutrela Soya Food launches new campaign

17 Apr,2013

By A Correspondent

 

Nutrela Soya Food, from the house of Ruchi Soya Industries, has announced the launch of its new marketing campaign by launching a TVC. The objective of the TVC, conceptualized by Soho Square Mumbai, is to highlight the versatility of Nutrela Soya Food. The product is being promoted through a catchy tagline which is completely in sync with the brands positioning- ‘Roz Kuch Naya, Roz kuch Soya’.

 

The TVC has produced by Apocalypso. The new 30-second TVC is set to go on-air during this IPL season. Madison Media is the media agency.

 

The story is depicted from the backdrop of a leisure trip where a couple enjoying their meal and is joined by one of their couple friends. The TVC thereby acknowledges the creativity and versatility of the home-maker, super moms, by acknowledging her as food designer. The concept of new Nutrela Soya Food TVC is giving credit and gratification for house wives. Hence, the company decided to acknowledge the creativity of the home maker by providing her a product (Nutrela Soya Food) that can be integrated well with every dish and thus enables her to try ‘Roz Kuch Naya’.

 

The campaign will be spread across eight weeks with the TVC breaking first during the ongoing IPL season, in order to create top of the mind recall amongst consumers and then on other channels that include Hindi GEC, Regional GEC, Lifestyle channels etc. The company has also scheduled for a product sampling across Women’s magazine along with recipe ads/booklet to explain the usefulness of soya.

 

Commenting on the marketing objective, Sandipan Ghosh, AVP – Marketing – Consumer Brands Division – RSIL said, “Home makers or Super Moms constantly aspire to bring in variety in food which is healthy and tasty and cuts across different consumption occasion for their kids, spouse and family in everyday life. We wanted to bring Nutrela Soya to the party as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya.”

 

Commenting on the TVC, Anuraag Khandelwal and Satish deSa, ECD and Creative Heads, Soho Square Mumbai said, “We set out to get soya out of the blind spot, and into the limelight. To get the world to acknowledge it for what it really is – versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is – versatile and creative. ‘Food designer’ status, we believe, is one of the acknowledgments she truly deserves.”

 

In order to substantiate the product features and thereby to communicate the versatility of the Nutrela Soya Food brand, company has planned for an aggressive marketing campaign.

 

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