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Tag: BL Agro

  • BL Agro launches Nourish Pulses TVC & revamps brand image

    BL Agro launches Nourish Pulses TVC & revamps brand image

    Mumbai: BL Agro has launched a new television commercial (TVC) for Nourish Pulses. The TVC was premiered on the opening day of World Food India 2024 held at Bharat Mandapam in New Delhi by Shri Chirag Paswan, Minister of MoFPI.

    The TVC is conceptualised and produced by Leads Brand Connect, a creative agency headquartered in Noida. It portrays how Nourish Pulses combine convenience, health, and affordability to cater to the needs of today’s modern households who value both quality and practicality.

    The advertisement opens with a heart-warming exchange between a mother, played by renowned actress Himani Shivpuri and daughter.  As the mother unpacks groceries, she reprimands her daughter for not bringing containers to store the pulses. The daughter proudly explains that containers aren’t necessary because Nourish Pulses come in innovative zipper-lock packaging. The packs can be sealed securely after every use, keeping the pulses fresh and protected. This simple exchange highlights the convenience and thoughtfulness behind Nourish’s packaging, making everyday life easier for busy families.

    BL Agro managing director Ashish Khandelwal commented on the new TVC, saying, “We wanted to bring a shift in the brand image of Nourish and make it stand out – for the superior quality and the practical convenience. Our special zipper-lock packaging ensures that pulses stay fresh without the need for additional storage. It’s a smart and practical solution for today’s busy households.”

    The ad further emphasises that Nourish Pulses are 100% unpolished, free from artificial colours or oils that are often used to make products appear more appealing. Instead, the pulses retain their natural texture, flavour, and taste, offering a healthier and more authentic choice. The vacuum-packed feature prevents moisture from seeping in. It guarantees that the pulses remain fresh and dry, reinforcing the brand’s commitment to premium quality.

    Leads Brand Connect managing director Richa Khandelwal and the creative force behind the TVC, commented on the vision for the campaign: “Consumers are becoming more conscious about what they eat, and Nourish Pulses fit perfectly into that mindset. Our goal was to create an ad that presented the same. We wanted it to connect with the audience on a personal level. So, we conceptualised a relatable story that highlighted how Nourish Pulses deliver convenience, quality, and nutrition—all at an affordable price. The packaging innovation is at the heart of this message, and we’re proud to have brought that vision to life for BL Agro.”The launch of the TVC also aligns with the revamped image of the “Nourish” brand, which reinforces its core commitment to quality, hygiene, and nutrition for all. Through this new branding direction, Nourish seeks to assure consumers that its products offer the highest standards of health and safety, from sourcing to packaging.

    The campaign was aired on all social media platforms to begin the new era of brand image. A refreshed image that appeals to the health-conscious modern family as it delivers nutrition-packed products that are convenient and affordable.

  • “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.

    In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.

    The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.

    The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.

    Indiantelevision.com caught up with BL AGRO managing director Ashish Khandelwal, who discussed the creative process behind the campaign and much more…

    Edited excerpts

    On the initial brainstorming and creative process behind the campaign

    The initial brainstorming began with the recognition that elections are celebrated as festivals in our country. People across the nation participate in elections and cast their votes with great enthusiasm. How could a legendary brand like Bail Kolhu stay silent when we had a chance to make a significant impact? Our agency Leads Brand Connect, came up with the #ChunoSahi campaign idea to encourage mindful voting and the selection of the right candidates. The agency conceptualized an entire 360-degree plan to make a grand entrance and open the eyes of voters, particularly targeting young voters. During our research, we identified numerous issues that needed attention. However, we decided to focus on three crucial aspects: Grand Commitments of Leaders and Parties, Alluring Voters, and Lack of Basic Civic Necessities.

    Through the #ChunoSahi campaign, we aimed to create a powerful and resonant message that would inspire voters to think critically about their choices. The campaign employed a variety of strategies, including social media outreach, influencer partnerships, and engaging content, to ensure widespread reach and engagement along with the messages on Television and Radio.

    On Leads Brand Connect contributing to the campaign, and their role in bringing the idea to life

    Overall, Leads Brand Connect’s role was instrumental in bringing the campaign idea to life. Their comprehensive approach, from strategic planning to execution and analysis, ensured the campaign’s success and helped the brand achieve its marketing objectives. The trusted agency planned everything from films to digital strategy to collaborations with influencers.

    They crafted compelling narratives and designs that resonated with the target audience, driving engagement and brand recognition. Their proactive approach to monitoring and analysis enabled timely adjustments, ensuring maximum impact and ROI. Moreover, their collaborative spirit fostered strong partnerships, amplifying the campaign’s reach through strategic collaborations. In essence, Leads Brand Connect not only executed the campaign but also elevated it to new heights, leaving a lasting impression on both the brand and its audience.

    On strategies you used to achieve such widespread reach across various platforms

    We implemented a multifaceted strategy that focused on targeted ad campaigns, tailored content, and strategic collaborations. Our targeted ad campaigns used audience segmentation and behavioral insights to create effective ads. We partnered with credible influencers in food and politics segment, who shared tailored content aligned with our message.

    On #ChunoSahi standing out and achieving a significant impact

    #ChunoSahi stood out in a crowded election campaign landscape due to its unique approach to tapping into the most serious issues Indian citizens faced during the election season in a comic satirical manner. Each ad film was targeted on a unique set of issues: the first one was centered around Neta ji’s bragging promises, the second on disappearing promises post-election, and the third on vote-buying tactics emphasizing the importance of mindful voting.

    On the campaign influencing future marketing strategies within the FMCG sector

    The #ChunoSahi campaign is poised to have a significant influence on future marketing strategies within the sector. By emphasizing the importance of making informed choices, the campaign taps into consumers’ growing demand for transparency and authenticity. This shift towards empowering consumers with knowledge about products aligns with broader industry trends towards sustainability and ethical consumption. FMCG brands are likely to increasingly adopt similar strategies, focusing on transparency, product quality, and social responsibility to build trust and loyalty among consumers. Additionally, the campaign’s success in leveraging digital platforms and engaging with influencers underscores the importance of omnichannel marketing and the integration of social media in FMCG marketing strategies. Overall, the #ChunoSahi campaign sets a compelling precedent for FMCG brands to embrace consumer-centric approaches that prioritize integrity, sustainability, and meaningful engagement.

  • Brands celebrate sweet-sour bonding of brothers & sisters in Raksha Bandhan’s ad campaigns

    Brands celebrate sweet-sour bonding of brothers & sisters in Raksha Bandhan’s ad campaigns

    Mumbai: Raksha Bandhan, as the festival of love and bonding, is all about creating special moments. For brands to capitalise on the opportunity to celebrate the connections, brands put forth campaigns across digital platforms.

    Celebrating the occasion of love and bonding, brands across verticals have come up with unique digital campaigns to engage the audience.

    Every year, a number of digital campaigns are launched to mark the occasion. Interestingly, this year, many brands are going a step further in creating unique advertising campaigns.

    Let’s have a look at how different brands are celebrating Raksha Bandhan this year!

    CaratLane urges everyone to celebrate their unique ‘Bandhans’

    CaratLane has launched a campaign celebrating the different unique bonds that siblings share on the occasion of Rakhi. The campaign has been conceptualised by Publicis Groupe India’s BBH India. As no two siblings are the same, the campaign captures the essence of this uniqueness through the campaign.

    Cadbury Celebrations come up with tech-driven campaign

    Cadbury Celebrations commemorates the occasion with their one-of-a-kind campaign #connectedRakhi, created by Ogilvy. In our highly busy lives, the campaign emphasises the importance of staying connected physically. It highlights how, in childhood, siblings used to spend almost all of their time together. The brand has created a bluetooth-enabled rakhi that will ensure the siblings spend the day together.

    Real Juice celebrate the real bonds of siblings

    As the brother-sister bond is all about fighting for each other and with each other, this Raksha Bandhan, Real Juice, celebrates the moments that show that protection is a two-way street. The campaign urges us to stand equal and real with the idea “Iss baar dono ka hai Raksha Bandhan!”

    Ferns N Petals spreads love with special sneh box

    FNP’s Raksha Bandhan rolled out a new ad film with actress Adah Sharma. The campaign has been launched across multiple digital platforms in India and in other countries like the US, Canada, and the UAE. It has been conceptualised by Media Monk. It presents ‘Sneh,’ the Rakhi brand from the kitty of Ferns N Petals.

    Gulf Oil launches Suraksha Bandhan campaign

    Gulf Oil is celebrating the occasion by offering a healthcare programme to the trucker community as a part of its “Gulf Superfleet Suraksha Bandhan” campaign. The concepts and screenplays for the campaign have been written by DDB Mudra. The campaign features a heart-warming brand film titled “Vachan Suraksha ka.”

    Automated savings app Gullak presents “Rishton ki Gullak’

    The savings app has launched a campaign ahead of Raksha Bandhan – ”Rishton Ki Gullak.” The feature film captures the essence of the brother-sister relationship and how their lives are a “gullak” of memories.

    Melorra celebrates sibling bond on Raksha Bandhan

    Melorra, a jewellery brand, has created a one-of-a-kind campaign and ad film called #CloserWithMelorra.The film shows a brother recollecting the times his sister was there for him, highlighting the importance of being together physically.

    Kinder Joy highlights the significance of festival

    Kinder Joy comes up with a Raksha Bandhan campaign highlighting the significance of the festival. The brand has also launched a TVC for this special occasion, which is in sync with their tagline #KhaokheloKhushRaho, which is a 360-degree campaign. Marking the occasion, the flagship brand of Ferrero also launched an edutainment platform ‘Kinder Digital Hub’ for kids to promote the significance of the festival.

    BL Agro’s Bail Kolhu lets the siblings’ bond shine

    BL Agro’s flagship product, Bail Kolhu, has rolled out a digital campaign #PyaarKiBarni. Conceptualised and executed by Leads Brand Connect, the campaign is live across all social media platforms such as YouTube, Facebook, Twitter, Linkedin, Instagram, Sharechat, and DTH.

    BL Agro’s Nourish celebrates the lifetime bond

    Nourish celebrates Raksha Bandhan as the lifetime bond with their digital campaign “Umar Bhar Ka Vaada.” The campaign honours a lifetime of love and understanding between a pair of siblings featuring a senior citizen couple, where an old brother is seen cooking while waiting for her sister to come home for Rakhi.

  • Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    When was the last time you saw an ad featuring not one, not two, but three mainstream male actors in the kitchen, donning aprons to cook up a storm? BL Agro’s latest brand film for its flagship mustard oil brand Bail Kolhu, aptly titled ‘Rasode Mein Mard Hai’ does just that by showcasing the three versatile talents of Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui cooking with flair-relishing and savouring every step of the process, right down to serving their preparation. 

    While several brands have championed the cause of gender equality before, what makes this particular campaign special and sets it apart is the fact that it is led by a brand rooted in the HSM (Hindi Speaking Market) hinterlands of Uttar Pradesh with a target audience that comprises primarily of rural and semi-urban consumers. The name Bail Kolhu itself has a strong native ring to it with its genesis ingrained in the traditional process of extraction of the ‘Kachi Ghani’ or mustard oil.

    So what led the desi edible oil brand to undertake this atypical campaign for its cooking oil product? BL Agro spokesperson Richa Khandelwal tells IndianTelevision.com in an exclusive chat.

    The brief given by the brand

    “We wanted to take a very different path than the usual suspects,” says Khandelwal, adding, “Rather than picking up one of the regular marketing concepts, we wanted to associate Bail Kolhu with a social agenda to create an image of a brand that genuinely cares and thinks about its customers.”

    Talking about the title, Khandelwal says, “We, along with our creative agency, Leads Brand Connect, played around with quite a few hashtags and titles, such as #HaathBataaoSaathPakaao, before we set the seal on #RasodeMeinMardHai, because it both resonates well with the semi-urban and rural population and has a stark appeal and recall value.”

    The campaign was an in-house collaborative effort of the creative, production, and media teams, with Leads Brands Connect executing the entire TVC, from concept to film production.

    Enlisting the three Bollywood actors

    “Hailing from Bihar and Uttar Pradesh, the trio was a brilliant brand choice because they are idolised in this Hindi-speaking belt,” says Khandelwal. 

    With the problem of gender inequality more rampant in rural areas, the three Bollywood actors become the perfect fit. “We could have enlisted any celeb face to break the doctrine that men can’t share the load in the kitchen. But we specifically chose Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui because they were the right megaphones for the concept,” she tells.

    The TVC is the launchpad for the first leg of the campaign, which will last three months, and which was unveiled by actor Pankaj Tripathi at a press conference in New Delhi to get the conversation rolling.

    “Launched earlier this month, the campaign has led to a knock-on effect with people from all walks of life and consumer cohorts responding to the ad film,” says Khandelwal. “While women are applauding Bail Kolhu for championing the cause that men should be cooking too, men are actually beginning to think about it,” she adds.

    The thought behind the concept

    Interestingly, Covid-19 became the germination point behind the #RasodeMeinMardHai concept to advocate the fact that men should be cooking too, reveals Khandelwal. “During the initial lockdown men actually became active participants in the kitchen, gradually taking on cooking chores. But with the waves dying down, the situation bounced back to the pre-covid era, with only 6.1 per cent of men participating in the kitchen,” she says, adding that, “essentially, the plight of women did not change an iota.”

    The limited portrayal of men in ads centred around the home and kitchen has further served to reinforce the belief that cooking is solely a woman’s responsibility. “By talking about it through more responsible advertising, we wanted to normalise the issue and bring about functional change,” Khandelwal asserts.

    Media marketing strategy behind the campaign

    The TVC is largely focused on television with the time-slots chosen for the TVC not par for the course. The brand is going aggressive on spending on news channels to capture male viewership on TV, while the #RasodeMeinMardHai campaign is digital-first. The ad spend ratio is 60:40, with the smaller portion dedicated to traditional media and the larger portion to digital media.

    Khandelwal says since radio is also a potent medium in the markets where Bail Kolhu has a major presence – largely in rural and semi-urban areas – the brand will focus on the radio for its marketing campaign. “Besides jingles, we are roping in RJs to promote the messaging and contests for listeners.”

    A long-term goal

    The campaign is not a one-off to nudge the industry towards more progressive gender narratives or tokenism for the just-passed Women’s Day, emphasises Khandelwal. “We’re going to make it a key focus area for the brand to give the messaging more breathing space.” The brand plans to turn it into a multi-year agenda where it will move from the ground up to bring true winds of change. In the pipeline are also outdoor activities that become the “rocket fuel to bring real and tangible” transformation on the ground.

    “Although names cannot be disclosed at such an early stage, expect to see more macro-influencers and more celeb faces. Since it’s a social cause, a multitude of people are interested in contributing, not for monetary gain but for the cause itself,” adds Khandelwal.

    Meanwhile, the Uttar Pradesh-headquartered edible oil and food products company has been on an aggressive market expansion mode and has since expanded its horizons into the nearby territories of Rajasthan, Uttarakhand, Delhi, and recently also ventured into the Southern state of Karnataka.

  • ‘Gangs of Wasseypur’ trio gets into the oil business with Bail Kolhu

    ‘Gangs of Wasseypur’ trio gets into the oil business with Bail Kolhu

    NOIDA: BL Agro has secured a multi-starrer brand endorsement with Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi as the faces of the company’s 50-year-old brand, Bail Kolhu.

    The actors of Gangs of Wasseypur fame will endorse Bail Kolhu Kacchi Ghani Mustard Oil and will be soon seen together in the brand’s TVCs and on social media campaigns. The trio holds a very strong persona as actors, and epitomise the brand Bail Kolhu, which has also created a robust position in the category over the last 50 years.

    BL Agro chairman & MD Ghanshyam Khandelwal said, “Bail Kolhu is our company’s flagship product, which has been in the market for the last five decades. It holds a very strong market and a goodwill in the edible oils category, and we wanted somebody who hold the similar position in the minds of people. Manoj ji, Nawazuddin ji and Pankaj ji are not only actors but are household names who connect with people from across the country. All the three gentlemen are self-made and are the legends in the Bollywood industry. Their determination, grit, hard work and perseverance to reach to the heights they are at today, corresponds our journey as well. We also started our journey from nowhere; had our own set of challenges, learnings, and ultimately, we saw success.”

    Leads Brand Connect director Richa Khandelwal added, “Bail Kolhu is the pioneer and flagship product of BL Agro Industries which is a symbol of purity and strength. A thoughtful brand positioning was important for Bail Kolhu, which has been successfully there in the market since ages. On-boarding the iconic trio was an introspective decision as all three of them reflect strength, vibrance and power, as individuals. Also, they share a great chemistry, coming from small towns and humble family backgrounds, similar to Bail Kolhu, which was started by family members from a modest background who hailed from a small town in Uttar Pradesh. Also, the three actors have a great fan following and are famous names amongst the masses, they could be easily connected with the brand, which also has a cult following across the nation.”

  • BL Agro signs Shilpa Shetty as brand ambassador for Nourish

    BL Agro signs Shilpa Shetty as brand ambassador for Nourish

    NEW DELHI: Edible oils and food products company BL Agro has roped in Shilpa Shetty as the face of its brand Nourish for its extensive range of flours, pulses and dry fruits.

    The company said that Shetty personifies fitness, health, and gels well with the brand Nourish, which also promotes nutrition and good health and aims to endorse the idea of eating good and staying healthy.

    Shetty will be seen in all the communication promoting Nourish’s range of flours, pulses and dry fruits.

    BL Agro Industries chairman & MD Ghanshyam Khandelwal said, “The company has now begun the journey to expand the markets and take Nourish to newer regions across the country. Hence, to promote such a nutritious and healthy food brand, we have been scouting for a personality who can represent the brand attributes in the most effective manner. And who better choice, than Shilpa Shetty.”

    “For a brand that comes with the promise of ‘Nutrition ka Vada’, the ambassador had to be of similar stature," said BL Agro executive director Industries Ashish Khandelwal.

    Nourish’s advertising agency Leads Brand Connect director Richa Khandelwal said, “The brand positioning targeted by ‘Nourish’ has many characteristics common with Shilpa. While Shilpa is seen as an ambitious and determined personality, Nourish is determined to provide nutrition to the fast moving Nation. Similarly, Shilpa is a fitness Icon and is among the top health and fitness influencers in India, while Nourish is also a brand with the promise of nutrition, health and fitness."