MUMBAI: MadhurPure & Hygienic Sugar has recently unveiled a new campaign on Madhur Sugar #LooseNahiMadhurSahi in collaboration with BC Web Wise to promote purchase of untouched sugar in India. The ad campaign delivered a clear message of safety in hygiene and drives awareness towards Madhur sugar’s benefits of it being completely untouched by hand, along with the 5S guarantee of "Safed, Shudh, Samaan, Surakshit and Sulphur-free".
The aim of the campaign is to reach out to consumers with the clearly defined value proposition of Madhur Sugar. At this time when everyone is supposed to maintain social distancing to stay safe, Madhur Sugar’s campaign reiterates the importance of purchasing clean and packaged goods.
Madhur Sugar president and business head Satbir Singh Sindhu said, “Our intent with this campaign is to educate consumers about why it is imperative to graduate to packaged staples from a trusted brand like Madhur sugar. Through this campaign we are trying to impress upon all buyers, that hygiene is the first step to health and safety. It is advisable to cut down the purchase of loose staples like sugar completely and instantly graduate to Madhur sugar, which is completely untouched by hand. One can wash vegetables, pulses and rice, but sugar cannot be washed so ensuring you only bring home a trusted brand like Madhur is critical. Madhur sugar follows all the guidelines given by the government and we will continue to ensure delivery of the safest and most hygienic sugar to our customers.”
In India, most of the people purchase loose products from supermarkets and local groceries which are exposed to dust, contamination and have possibilities of being handled by unclean hands. This is clearly a health hazard, especially in these times. Madhur Sugar wants to reiterate how important it is to use, packaged products that are completely untouched by hand.
Talked about the campaign, BC Web Wise founder and MD Chaaya Baradhwaaj said, "We aimed at making the women and homemakers realise by themselves to make informed choices! We are expecting a behavioural change through this campaign. The media platforms were strategically selected where our key target audience and decision-makers were present the most across various digital touchpoints. With this, our campaign is estimated to reach over 11 million women."
This campaign also includes celebrities like Soha Ali Khan, Karishma Tanna, Anita Hassandani and Surbhi Jyotito promote it via their social media and tapping a popular show on ZEE “Mrs. Mukhyamantri” for sponsorship. Regional communication was also vital to take such a campaign to a higher level. The campaign includes ads on Digital OTT platforms like; Sony Liv app, Zee5 app and Voot too in four languages (Hindi, Gujarati, Marathi & Hinglish). To drive awareness and heighten the reach further, it will be promoted via Facebook Ads, google display ads.
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