Nature Fresh shows the way to having an actively involved father

The woman of the house often has to deal with the challenge of maintaining the health of her family along with the activeness quotient, which impacts the day-to-day happiness in the household. Every woman expects her husband to be an active father. She wants the husband to spend some active time with their children after he is back home from a busy and stressful work day. Even as men around the country are trying hard to share the responsibility of parenting, their better halves are helping them maintain an active lifestyle by making smarter food choices.

As a result, the modern day Indian family is switching to healthier lifestyle and food choices, and NatureFresh Acti-lite is occupying the shelf space as an ‘active’ cooking oil in the evolving consumer’s kitchen.

In its all new brand campaign, NatureFresh Acti-Lite brings this beautiful partnership to light.

Conceived by FCB Ulka, and set against a melodious soundtrack created by Salim Sulaiman, the storytelling is about how a woman, by making little changes in the grocery items, can turn her husband into a dream father for their little daughter. We see a father who enjoys to take his little girl cycling daily or getting her ready for school, to doing delightful things like pitching a tent and camping out in the backyard. This is where the power of the Woman- the Home Maker is showcased. She is able to make kacche papa (well-meaning, but half-way there) to acche papa (being able to do all that they want to do with their children) by simply switching to NatureFresh Acti-lite as the cooking medium. NatureFresh Acti-lite, with its low fat cooking medium, promises less absorption of oil, that results in less sluggishness in the body. One important step towards having a ‘har pal active’ family.

Speaking on the launch of the new campaign, Neelima Burra, Chief Marketing Officer, Cargill India, said, “NatureFresh Acti-Lite is India’s first low fat cooking proposition in the edible refined oil category. According to our research, eating Low-Fat food is an un-met need which consumers feel is important for an active lifestyle. Through our new marketing campaign, we aim to target the cosmopolitan families and set a new trend in the category of low fat cooking with Nature Fresh Acti-lite.” The new NatureFresh Acti-Lite is the perfect partner for the Home Maker, which is helping her give the household their daily dose of active fun by having an active father!”

Speaking on behalf of FCB Ulka, Swati Bhattacharya, Chief Creative Officer, said, “The woman of the house is the architect of the happiness moments of the family. Behind every ‘Acche Papa’ is an intelligent mom who knows the recipe of how to make her family more active and help them accomplish more each day.”

Rohit Ohri, Group Chairman & CEO, FCB Ulka, said, “At FCB Ulka, we nurture brands to become strong partners to their consumers. NatureFresh Acti-Lite is one such brand. Giving new age solutions like low fat cooking to homemakers who are wanting to empower their husbands in their most important role in life – that of a good father.”

Client Speak: Neelima Burra, Chief Marketing Officer, Cargill Foods India

What was the brief shared with the agency?
The brief given to the agency was to make NatureFreshActi-Lite oil the new choice for households that want to take to low fat cooking. The idea was to own low fat cooking as a property, something that no other refined oil brand in this highly cluttered category was doing.

How did you come up with the concept of turning ‘Kacche Papa’ into ‘Acche Papa’?
The storytelling is about how a woman, by making little changes in the grocery items, can turn her husband into a dream father for their little daughter. This is where the power of the woman - the home maker - is showcased. She is able to make kacche papa to acche papa by simply switching to NatureFresh Acti-Lite.

The end objective to be achieved through this campaign. What is the TG?
To convert more households in India to ‘low fat cooking’ households by targeting the women who are the decision makers when it comes to the kitchen.

NatureFreshActi-Lite is India’s first low fat cooking proposition in the edible refined oil category. Our objective is to make the connect with low fat food and an active life. Through this campaign, we aim to target the cosmopolitan families and set a new trend in the category of low fat cooking.

What are the key focus areas for the distribution?
We plan to double our numeric distribution to 20 per cent in the focus markets of Delhi NCR, Haryana, UP & Uttarakhand, Bihar & Jharkhand by the end of 2017. The target is to have high visibility and presence in these markets to be the most preferred brand for low fat cooking.

How strong does this campaign stand in reinforcing the brand image?
NatureFresh as a brand across its portfolio of atta and oil offerings stands for extra bounce in everyday life. With this campaign we reinforce this brand essence in the avatar of an active family. We also showcase the NatureFresh woman, a cosmopolitan aspirer, a new age modern woman who has to manage the challenges of everyday life head on.

What strategies have you lined up to connect with the consumers with the all-new Acti-Lite campaign?
Along with the TV campaign, we have also lined up extensive digital and print campaign. We are also setting out to do some sampling activities to reinforce the fact that a lighter, low absorption and low fat cooking oil is the way to an active life.

What made you choose Salim-Sulaiman for the soundtrack of the TVC?
Music in an ad really sets the tone for the entire commercial. For us it was essential to convey the ‘kacche papa to acche papa’ phenomenon eloquently while bringing out the activeness quotient of the Nature Fresh family. We, therefore, decided we wanted someone who could help us make the TVC stand out. Given the track record of Salim-Sulaiman, we felt they fitted the requirement perfectly. We are happy we went with them since the music has helped in getting the message across and also have high cut through.

Agency Speak: Swati Bhattacharya, Chief Creative Officer, FCB Ulka

What is the insight behind the campaign?
While many food brands have delved into a woman’s needs as a homemaker, we sought to address a facet of her life that no other brand has talked about thus far. Today’s modern day woman faces challenges in her professional life, so in managing her home life, she needs her husband to be more involved, specifically as a parent. To be a more involved father, being active and healthy becomes imperative. And since keeping the family healthy and active is in the woman’s hands, women are, effectively, the makers of ‘active papas’.

With this insight in mind, the product story for NatureFresh Acti-Lite was weaved in seamlessly to highlight the low-fat and light properties of the cooking oil.

Taking forward the campaign – from ideation to execution.
In trying to find a differentiated way to talk to modern day women, we conducted qualitative research groups to understand their specific pain points. In a survey of 500 respondents, we found that 80 per cent of women wanted their husbands to be more involved in the home, and a whopping 94 per cent wanted their husbands to be more involved in their child’s life. This number isn’t that surprising when you think about it, but what alarmed us was that most women found that their spouses were tired and had extremely low energy levels.

We now know that a large part of that is attributed to eating heavy and oily food. From thereon, we pretty quickly realised the potential of NatureFresh Acti-Lite in contributing towards an active papa.

What strategies were undertaken by you to make Nature Fresh the most preferred brand in India?
In a highly cluttered cooking oil market, we had to stand out to make NatureFresh Acti-Lite the most preferred brand. After a period of silence, we had to create a campaign that would resonate with the consumer, and our extensive research groups helped us zero in on an idea that could ring true with every mother, and potentially even fathers. The ‘active papa’ route is our way of communicating, evocatively, that the ‘activeness quotient’ of a family is really determined by the food we eat.

What are the other activities that you have lined up for the brand?
For NatureFresh, along with the TV campaign there are print, digital and in-shop collaterals that are being activated. We are also looking at on-ground activations to bring alive the product proposition.

What change do you aim to bring in with this campaign in terms of people’s lifestyle and food choices?
Riding on a strong and growing existing health wave, we aim to convert more households to low-fat cooking households. Our aim as a brand is really to help India be active.

How do you plan to connect today’s youth with NatureFresh and the concept of low fat cooking oil?
Being healthy or active is to accept all invitations from life. It is the freedom to do what the heart wants, without the body having to make excuses. That is a strong motivator for the youth who wish to be everywhere and do everything.

Nature Fresh Acti-Lite - Achhe Papa ad:
https://www.youtube.com/watch?v=0DefEJAUVOM&feature=youtu.be

Campaign credits:
Creative Agency: FCB Ulka Delhi
Director: Arun Gopalan
Music: Salim-Sulaiman
Lyricist: Swanand Kirkire
Background Singer: Jonita Gandhi
Creative Head: Vasudha Misra
Production House: Story-Tellers