Kaleesuwari Refinery’s Gold Winner out to make India D Positive

Gold Winner, from the House of Kaleesuwari Refinery, recently launched its new proposition – Vitamin D3 fortified all new Gold Winner Vita D3+ under its new campaign, titled ‘Let’s Make India D Positive’.

Gold Winner’s new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency and how it can be overcome with a small shift in their eating and lifestyle habits. Leading this awareness drive is the brand’s ambassador, Bollywood actress Kajol.

The 360 degree communication plan is spread across TV, cinema, print, outdoor, radio, digital, in-shop and PR. The company has also launched a unique QR code on its pack, which directs consumers to a microsite created to specifically address Vitamin D related queries.

The aim of the TVC, conceptualized by OPN Advertising, is to bring out the equal importance of daily sunshine and daily Gold Winner (with Vita D3+) – two elements that become essential to ensure that one is Vitamin D positive.

The film visual opens with sunlight streaming, where a bunch of kids and Kajol are gathered in a huddle. Kajol is seen whispering something to the kids and from there the kids are seen running into different directions. We see the kids running with their loot into the sunshine chased by residents as the jingle takes off – “Come out! Come outside! We need to get some sunshine! We need to get Vitamin D!” A doctor leaving for work stops as he notices the commotion and says for strong bones, a healthy heart and sugar control, Vitamin D is very important and Gold Winner with Vita D3 gives you the required daily dose of Vitamin D.

Watch the TVC:
https://youtu.be/I_tE6S2bJ7I

Commenting on the campaign, Anurag Lodha, COO, Kaleesuwari Refinery, said, “Let’s Make India D+ve TVC is part of our new product - Gold Winner with Vita D3+ that we unveiled recently. The TVC very interestingly conveys how exposure to sunshine and the right dietary intake are essential to have sufficient amount of Vitamin D. Our product innovation and design have always focused on providing a healthy lifestyle to our consumers and to encourage healthy eating habits. Vitamin D deficiency being highly prevalent in our country, therefore, it was important that we innovate the existing product by making it powerful so that it has a strong consumer connect. This is what our TVC attempts to do; the newness of the change, the mass appeal of simple ideas and the powerful visuals has brought these thoughts alive.”

Set up in 1993, Kaleesuwari Refinery is headquartered in Chennai and has four manufacturing units in India. Today, the Kaleesuwari branded product portfolio comprises Edible Oils, Pulses, Personal Care and Home Care.

Campaign credits:

Client: Kaleesuwari Refinery
Brand: Gold Winner Vita D3+
Creative agency: OPN Advertising
Executive Creative Director: Chockalingam S
Creative Head: Chockalingam S
Director (of the film): Roshini Chandra