Nature Fresh cracks new code for its Acti-Lite campaign

01 Jul,2016

By A Correspondent


The woman of the house often has to deal with the challenge of maintaining the health of her family along with the activeness quotient, which impacts the day-to-day happiness in the household. Every woman expects her husband to be an active father. She wants the husband to spend some active time with their children after he is back home from a busy and stressful work day. While, men around the country are trying hard to share the responsibility of parenting, while their better halves are helping them maintain an active lifestyle by making smarter food choices.


As a result, the modern day Indian family is switching to healthier lifestyle and food choices. In its all new brand campaign, NatureFresh Acti-Lite brings forward its association as an able health partner to the fore.


Conceived by FCB Ulka, and set against a melodious soundtrack created by Salim Sulaiman, the storytelling is about how a woman, by making little changes in the grocery items, can turn her husband into a dream father for their little daughter. We see a father who enjoys to take his little girl cycling daily or getting her ready for school, to doing delightful things like pitching a tent and camping out in the backyard. This is where the power of the Woman- the Home Maker is showcased. She is able to make kacche papa to acche papa [being able to do all that they want to do with their children] by simply switching to NatureFresh Acti-lite, as the cooking medium. NatureFresh Acti-lite, with its low fat cooking medium, promises less absorption of oil, that results in less sluggishness in the body. One important step towards having a ‘har pal active’ family.


Speaking on the launch of the new campaign, Neelima Burra, Chief Marketing Officer , Cargill India said, “NatureFresh Acti-Lite is India’s first low fat cooking proposition in the edible refined oil category. According to our research, eating Low-Fat food is an un-met need which consumers feel is important for an active lifestyle. Through our new marketing campaign, we aim to target the cosmopolitan families and set a new trend in the category of low fat cooking with Nature Fresh Acti-lite.” The new NatureFresh Acti-Lite is the perfect partner for the Home Maker, which is helping her give the household their daily dose of active fun by having an active father!”


Speaking on behalf of FCB Ulka, Swati Bhattacharya, Chief Creative Officer, said “The woman of the house is the architect of the happiness moments of the family. Behind every “Ache Papa” is an intelligent Mom who knows the recipe of how to make her family more active and help them accomplish more each day.”


Rohit Ohri, Group Chairman & CEO, FCB Ulka said, “At FCB Ulka, we nurture brands to become strong partners to their consumers. NatureFresh Acti-Lite is one such brand. Giving new age solutions like low fat cooking to homemakers who are wanting to empower their husbands in their most important role in life- that of a good father.”


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