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Tag: Cargill Foods

  • NatureFresh salutes the spirit of the homemaker in latest campaign

    NatureFresh salutes the spirit of the homemaker in latest campaign

    MUMBAI: NatureFresh, the home-grown brand of Cargill’s food business in India, has launched its new digital campaign ‘#AsliKhiladi’ with Delhi Daredevils, highlighting the importance of the homemaker in the life of a family. 

    The campaign emphasises the homemaker’s active life and her ability to meet every need of the family, in a quirky manner. With about 2.5 million views and counting, this campaign is currently the second most buzzing campaign in the SportsWatch IPL 2018 Brand Effectiveness Study. 

    Based on the premise that ‘Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’, the story opens with running commentary by three Delhi Daredevil players who observe a homemaker, doing her everyday chores, actively and with a great deal of energy. In the end, the three players conclude by saying that while they do play on the cricket field, the real player in everyone’s lives is the woman or the homemaker. With clever dialogues, the narrative draws parallels between the life of a homemaker and that of a cricketer during a match. It highlights that both require one to be active and energetic, whether at home or on the field.

    Cargill Foods managing director Deoki Muchhal says, “As a consumer brand, engagement with consumers is always our key focus. NatureFresh represents active living and by highlighting our association with Delhi Daredevils, through the #AsliKhiladi campaign, we are looking at organically extending the brand’s ethos. I believe that this campaign will help us accentuate brand equity for NatureFresh as we continue to build a stronger consumer footprint, across the country.”

    Quasar Media national head Saugata Bagchi, who supervised the creatives of the campaign adds, “This NatureFresh campaign for IPL came as a welcome challenge to us as not many clients take a digital-first approach for an IPL association. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness for NatureFresh. With #AsliKhiladi we captured the imagination of our audience while engaging DD fans and letting them know, where all Nature Fresh adds value to their lives. The success of the campaign is evident in the surge of relevant conversations which made it a trending IPL campaign in no time.”

  • NatureFresh promotes food security in new campaign

    NatureFresh promotes food security in new campaign

    MUMBAI: On the occasion of Human Rights Day, NatureFresh Sampoorna Chakki Atta, a product from Cargill in India is promoting food security with its new brand campaign #NoKhaaliPet.

    Food security as per the food and agriculture organisation (FAO) is defined “when all people, at all times, have physical, social and economic access to sufficient, safe and nutritious food that meets their dietary needs and food preferences for an active and healthy life.”

    However, as per statistics, over 200 million Indians go to sleep hungry every day. In fact, about 10 million people die every year of chronic hunger and hunger-related diseases. In this context and given the fact that Cargill’s purpose is to nourish the world, NatureFresh Sampoorna Chakki Atta took a definitive step towards this cause with #NoKhaaliPet campaign igniting a moment where everyone comes together to work towards fulfilling one of the basic needs of our society.

    Cargill managing director of food business India Deoki Muchhal says, “This campaign blends in seamlessly with the ethos of the brand, which lies in nourishing people by providing the ‘best of nature’. The statistics related to hunger-related issues is very disheartening and the cause is very close to our hearts. On the occasion of Human Right’s Day with the #NoKhaaliPet initiative, we aim to make a difference and invite stakeholders to contribute towards eradicating hunger from our country.”

    The brand has partnered with Akshaya Patra, a leading NGO that runs school lunch programme across India. The campaign spread across 15 days encouraged consumers to give a missed call on 7290-927-927 to support the cause. Along with this, they made contributions starting from the cost of one meal, Rs 5, on Akshaya Patra and NoKhaaliPet collaborated online platform. For each missed call, NatureFresh donated atta to Akshaya Patra for a midday meal with a commitment of at least 10,000 kg.

    The campaign had a digital element to it as well, with a special video created to draw attention to the cause. The video has received four lakh views in a period of two days. Within three days from the start of the campaign, the number of missed calls crossed 5000. The campaign was concluded with on-ground events in Delhi and Mumbai, where children came together with NatureFresh Sampoorna Chakki Atta to raise further awareness for the cause.

  • Lowe Lintas appoints Naveen Gaur as COO

    MUMBAI: MullenLowe Lintas Group has announced the elevation of Naveen Gaur as the chief operating officer, Lowe Lintas. He was until now the president of Lowe Lintas in charge of the New Delhi (NCR) operations.

    Effective immediately, Naveen would oversee Lowe Lintas’ offices in New Delhi (NCR), Bangalore, Chennai, Hyderabad and Kolkata. He continues to be based in New Delhi and will report to Raj Gupta, whose elevation to CEO, Lowe Lintas was announced a few days back.

    Commenting on the appointment, MullenLowe Lintas Group chairman & CEO Joseph George said: “Naveen has played a significant role in strengthening Lowe Lintas’ operations of New Delhi (NCR) and has had an incredibly successful run the past 5 years. His proven track record of driving growth and creative excellence makes him a very strong support for the Lowe Lintas leadership of Arun Iyer and Raj Gupta as we put in place an ambitious and futuristic roadmap for the agency.”

    Commenting on his appointment, Naveen Gaur said: “It’s a great opportunity and a privilege to further strengthen this great agency, as we move into this ever changing dynamic business environment. I look forward to partnering with Arun and Raj to drive this agenda.”

    Naveen joined Lowe Lintas in 2010 as Branch Head, Delhi. Over the years, he has built a strong team of professionals and encouraged an entrepreneurial culture of growth and creative excellence. Under his leadership, the Delhi office added clients like OLX, Sun Pharma, Pernod Ricard, Cargill Foods, Google among others over the past few years. He even led his team to win major accolades across effectiveness award shows each year over the past seven years.

    In a career spanning over two decades, Naveen has built a startup health and wellness, been the Chief Growth Officer at McCann Worldgroup India, and Business Director (at McCann) for clients such as Coca-Cola, Mastercard, Microsoft, Reckitt & Colman, General Motors, Bacardi, Dabur amongst others.