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Tag: Richa Khandelwal

  • 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.

  • A timely ad for mustard oil by Leads Brand Connect goes viral

    A timely ad for mustard oil by Leads Brand Connect goes viral

    Mumbai: Following the resounding success of the #ChunoSahi campaign, Leads Brand Connect (LBC) has once again demonstrated its creative prowess with a groundbreaking full-front-page advertisement in a leading Indian newspaper, with a circulation of almost 1.3 million. Released on 5th June, the print ad has rapidly gained viral traction, igniting discussions among some of the most influential voices in the country.

    The ad, which prominently features Bail Kolhu mustard oil on a throne, accompanied by the tagline “बैल कोल्हू को मिला जनादेश” (Bail Kolhu has received the mandate), has captivated the public’s imagination. This innovative piece of advertising not only celebrates the brand’s purity and taste over the past 50 years but also cleverly ties into the recent electoral atmosphere, making a bold statement about the brand’s enduring legacy and consumer trust.

    The advertisement’s unique blend of cultural relevance and creative execution has led to widespread engagement across various platforms. Esteemed Indian journalists and authors took to social media to highlight the ad and use it for rhetoric. Ajit Anjum piece titled “Modi अब बुरी तरह से फँस गए हैं? Nitish Kumar और Naidu के रहमो करम पर विश्वगुरु?” along garnered significant viewership, reaching 21,88,688 views and 67,000 likes.

    Leads Brand Connect managing director Richa Khandelwal reflected on the success of the print ad: “The essence of every campaign we create for Bail Kolhu is to ignite meaningful conversations and foster discussions. That’s the cornerstone of progress. With this press ad, our goal was to craft something both timely and timeless. By aligning the brand with the concept of a ‘mandate,’ we celebrated Bail Kolhu’s rich legacy while tapping into the prevailing national sentiment. The overwhelming response and the conversations it has generated testify to the power of wholesome, thought-provoking advertising.”

    Leads Brand Connect CEO Sanjay Srivastava highlights the execution of the campaign: “Executing a campaign of this magnitude required scrupulous timing and a deep understanding of the audience’s pulse. The press ad was designed to be more than just a visual treat; it was crafted to evoke a sense of pride while making a strong contemporary statement. Seeing the public’s perception of it and how it’s being discussed by prominent figures is incredibly rewarding.”

     

     

     

     

  • Bail Kolhu’s #ChunoSahi campaign breaks the internet with unprecedented reach and impact

    Bail Kolhu’s #ChunoSahi campaign breaks the internet with unprecedented reach and impact

    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.

    The impactful campaign, which intricately weaves humour and societal responsibility, has transcended the boundaries of traditional advertising. It has sparked a significant dialogue about the importance of making informed decisions, not only as consumers but also as responsible citizens. This pioneering approach has not only differentiated BL Agro from other brands but also cemented its position as a leader in both the FMCG sector and social advocacy.

    BL Agro MD Ashish Khandelwal expressed his pride in the campaign’s achievements: “At BL Agro, we have always believed in fostering a society where citizens are actively engaged in shaping their future. The #ChunoSahi campaign reflects our commitment to authenticity and responsibility. It is heartening to see how this initiative has inspired people to think critically

    about their choices and take actions that are informed and not rote. We are proud to be the only FMCG company to have launched such a concept during this crucial election period.”

    Leads Brand Connect managing director Richa Khandelwal, shared her thoughts on the campaign’s success: “The impact of #ChunoSahi has been phenomenal. Our goal was to create a narrative that resonates deeply with the audience, urging them to reflect on their choices. We are thrilled with the positive reception and the thoughts and conversations it has generated. The campaign once again proves that there is driving power in creative storytelling to bring about social change.”

    The resounding success of #ChunoSahi highlights the influence of innovative storytelling and its ability to fuel meaningful engagement. As Bail Kolhu continues to push the boundaries of marketing, it remains committed to delivering impactful movements that foster positive change.

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  • Bail Kolhu sparks a new wave of mindful voting with the launch of #ChunoSahi campaign

    Bail Kolhu sparks a new wave of mindful voting with the launch of #ChunoSahi campaign

    Mumbai: In a narrative that unfolds like a compelling story, Bail Kolhu, from the house of BL Agro Group, the respected name synonymous with purity and quality in the edible oil industry, introduces a thought-provoking #ChunoSahi campaign on all social media platforms. Against the backdrop of election fervour, the campaign tells a tale that goes beyond consumer choices into the heart of civic responsibility. It paints a vivid picture of the familiar spectacle of promises cascading like confetti during political seasons and urges citizens to exercise their civic duty with discernment.

    In launching the #ChunoSahi campaign now, Bail Kolhu strategically responds to a crucial juncture in the societal landscape, where consumer mindsets are evolving. They are progressively becoming more conscious, informed, and discerning in their choices. They no longer passively consume advertising but actively seek out brands that resonate with their values and uphold social responsibility. #ChunoSahi campaign leverages this opportune moment to foster a dialogue about the importance of making informed decisions, not just in the kitchen but also when it comes to overall societal mindfulness.

    The film opens with a politician mid-speech, portraying a familiar scene of promises made by political parties. Viewers are transported into a world of extravagant pledges: hospitals, farming automation, robotic cleaning, high-tech education and impeccable, smooth roads. The light-hearted film continues and then sheds light on a fundamental concern often overshadowed by the grandiosity of political rhetoric. Grand commitments are alluring but when will politicians start to fulfil basic necessities like access to lavatories for basic hygiene.

    The cinematic journey concludes with a succinct, impactful statement: “आपको लुभाने के लिए नेता जी की ज़ुबान तेल की तरह फिसलेगी, लेकिन आप अपने मत को मत फिसलने देना।” Translated, it urges, “To entice you, politicians’ words may slip like oil, but do not let your vote slip away.” This closing message serves as a poignant reminder and a compelling call to voters, urging them to choose their representatives carefully, akin to the diligence they employ in selecting their cooking oil.

    Leads Brand Connect managing director Richa Khandelwal elaborated, “Bail Kolhu is a symbol of unwavering commitment to authenticity, and we sought to extend this ethos beyond the confines of the kitchen. Our choice of a concept that draws parallels between the meticulous selection of cooking oil and the act of casting a vote is intentional. By infusing humour, the campaign adeptly resonates with viewers, effectively encouraging citizens to make informed decisions about their political choices.”

    BL Agro managing director Ashish Khandelwal expresses, “We believe in fostering a society where citizens are not just consumers but active participants in shaping the narrative of our nation. #ChunoSahi is a call to action to ignite civic responsibility. The campaign artfully weaves humour and social consciousness, prompting viewers to reflect on the practical implications of grand promises when basic needs are not being met. We invite everyone to join us in this journey of awakening.”

    #ChunoSahi is not merely a campaign. It is a narrative crafted with finesse, transcending the boundaries of commercial promotion to become a story of civic awakening.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Bail Kolhu (@bailkolhuoils)

     

     

     

    LinkedIn: https://www.linkedin.com/posts/bail-kolhu_chunosahi-awarenesscampaign-election2024-activity-7173128067639308290-J1Ji?utm_source=share&utm_medium=member_android 

  • ASCI’s draft guidelines ensure honest environmental ads

    ASCI’s draft guidelines ensure honest environmental ads

    Mumbai: The Advertising Standards Council of India (ASCI), has proposed draft guidelines for environmental claims in advertising. The draft guidelines are open for public feedback until 31 December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.

    Notable Industry experts have given their opinion regarding these guidelines.

    Edited excerpts

    Leads Brand Connect managing director Richa Khandelwal

    ASCI guidelines on the environment are a powerful tool in promoting sustainable advertising practices. By adhering to these guidelines, brands can demonstrate their commitment to protecting our planet and inspire positive change. It’s all about creating advertisements that are not only impactful but also mindful of their environmental footprint. We embrace ASCI drafted guidelines to foster more responsible advertising where thoughtful creativity and sustainability go hand in hand. 

  • Nourish brings Shetty sisters for its new TVC ‘#SehatKiSunoNourishHiChuno’

    Nourish brings Shetty sisters for its new TVC ‘#SehatKiSunoNourishHiChuno’

    Mumbai: In a recently launched television commercial, “#SehatKiSunoNourishHiChuno” from Nourish, fitness icon and Bollywood actor Shilpa Shetty (aka Munki) is seen advising her on-screen and off-screen sister, Shamita Shetty (aka Tunki), on the benefits of consuming only unpolished pulses.

    Conceptualised by Leads Brand Connect, the commercial reinforces the importance of choosing the healthiest and most nutritious range of unpolished pulses. The ad intends to showcase the reasons and importance of eating unpolished pulses in comparison to polished pulses.

    In the opening scene of the ad, Shamita, dressed as a detective, is trying to look for the polished pulses from the dal box kept in the kitchen, to which Shilpa comments that she will not find any polished seed in the box as they consume Nourish pulses, which are 100 per cent unpolished, hygienic, and healthy. In the second scene, Shilpa advocates that Nourish pulses are nutritious and have high levels of protein. Being vacuum-packed and zip-locked, the freshness and hygiene of the pulses are maintained. Closing in on the lines

    #SehatKiSunoNourishHiChuno, Munki puts an end to Tunki’s struggle to find polished dal in Nourish’s unpolished dal and tells her to be smart and make the right choice for her health.

    “My staple lunch is always dal, chawal, and roti. I prefer food that is unpolished, high in fiber, and protein-enriched. What I like about Nourish is that its pulses are unpolished; it’s not about how it looks but what it does,” says Nourish’s brand ambassador Shilpa Shetty.

    Speaking on the latest ad, BL Agro managing director Ashish Khandelwal commented, “We have always believed in offering nutrition and healthy foods to our customers. Through this ad, we intend to further highlight our uniqueness in packaging the unpolished pulses to keep their freshness intact.”

    Leads Brand Connect managing director Richa Khandelwal added, “The ad takes a more quirky approach by showcasing Shilpa Shetty as the nutrition champion while Tunki (Shamita) is slightly jealous of the fact that Munki (Shilpa) is always right. We wanted to create an ad that can keep the viewers engaged to know what exactly Shamita is up to and then highlight the benefits of Nourish.”

    With the release of this ad, BL Agro is running a contest called #NourishTunkiMunki on all its social media handles. The company intends to engage existing and prospective customers through this contest, where winners are chosen on a daily basis. The questions of the contest revolve around nutrition and food.

    “The best part of the contest is that there will be not one but 100 winners every day. This will keep the excitement and engagement levels high as the chances of winning the Nourish hampers as gifts are higher,” adds Richa.

    The hashtags of the contest are “#SehatKiSunoNourishHiChuno” and “#NourishTunkiMunki,” and the tag is @worldofnourish.

  • 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.”