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Tag: NatureFresh

  • 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.

  • NatureFresh uses Dhoni in-film ad saying ‘Raho Har Pal Active’

    NatureFresh uses Dhoni in-film ad saying ‘Raho Har Pal Active’

    MUMBAI: NatureFresh Acti-Lite has partnered with the movie MS Dhoni to take forward the new brand thought of ‘Raho Har Pal Active’ through in-film placement and a 360 degree plan.

    The brand has planned activities for its consumers, retailers and employees. Activities includes TV campaign, Employees Meet & Greets with the star cast of the movie MS Dhoni, Retailer Engagement activities, movie tickets and giving away attractive merchandise along with social media contest called #Captain Active for consumers to post their stories, velfies and selfies. In-office activities include – Hunt for the Most Active Cargill Employee.

    Research has shown that the desire to eat low-fat food is an unmet need with modern, middle-income families which want to opt for healthier lifestyles and food choices. With this fast growing segment of health-conscious families with busy routines, the need of the hour was an oil that supports their active life. Nature Fresh Acti-Lite is India’s first oil for low fat cooking that promises an active life.

    MS Dhoni is a role-model meeting the ambition of aspirant middle-class. The ethos of his personality and that of NatureFresh Acti-Lite is what makes him a perfect fit for the brand.

    Cargill Foods India chief marketing officer Neelima Burra, said, “Associating NatureFresh Acti-Lite with the movie MS Dhoni is like a perfect handshake of common ideology. Embedded advertising or in-film placement is one of the trending ways to execute this ambition.”

    The TVC can be viewed at – M.S. Dhoni – The Untold Story | Nature Fresh ActiLite

  • NatureFresh uses Dhoni in-film ad saying ‘Raho Har Pal Active’

    NatureFresh uses Dhoni in-film ad saying ‘Raho Har Pal Active’

    MUMBAI: NatureFresh Acti-Lite has partnered with the movie MS Dhoni to take forward the new brand thought of ‘Raho Har Pal Active’ through in-film placement and a 360 degree plan.

    The brand has planned activities for its consumers, retailers and employees. Activities includes TV campaign, Employees Meet & Greets with the star cast of the movie MS Dhoni, Retailer Engagement activities, movie tickets and giving away attractive merchandise along with social media contest called #Captain Active for consumers to post their stories, velfies and selfies. In-office activities include – Hunt for the Most Active Cargill Employee.

    Research has shown that the desire to eat low-fat food is an unmet need with modern, middle-income families which want to opt for healthier lifestyles and food choices. With this fast growing segment of health-conscious families with busy routines, the need of the hour was an oil that supports their active life. Nature Fresh Acti-Lite is India’s first oil for low fat cooking that promises an active life.

    MS Dhoni is a role-model meeting the ambition of aspirant middle-class. The ethos of his personality and that of NatureFresh Acti-Lite is what makes him a perfect fit for the brand.

    Cargill Foods India chief marketing officer Neelima Burra, said, “Associating NatureFresh Acti-Lite with the movie MS Dhoni is like a perfect handshake of common ideology. Embedded advertising or in-film placement is one of the trending ways to execute this ambition.”

    The TVC can be viewed at – M.S. Dhoni – The Untold Story | Nature Fresh ActiLite