Ruchi Soya unveils new TVC for Mahakosh

12 Nov,2014

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.


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