Nutralite is all set to bring #KhaneMeinTwist with their new campaign

Nutralite has been championing the cause of healthy table spreads since its launch in 2006.  Its health credentials come from the fact that it is cholesterol free and is rich in Omega-3. With introduction of Nutralite’s two new variants, the brand entrusted DDB Mudra West to craft a campaign to create awareness and excitement about the two new variants, amongst the potential consumer base basis the emotional benefits of Nutralite. Beyond its health benefit, one of the derived benefits of Nutralite is the element of versatility that the brand offers. It was the agency’s task to reinterpret the functional benefits of health into an emotional space for the brand, which resonated well with the consumers.

Led by TVC, the new campaign hit the bull’s eye when the film depicted the gloom associated with the banality of forced healthy eating habits. The limited lack luster options in everyday health food brought down the happiness quotient of the mornings, continuing the melancholy for the entire day. This situation was aptly backed up by the 90s pop song – ‘Kya Soorat Hai’ played in the background, showcasing the torment caused due to bland diet food. This is when the food maestro- Sanjeev Kapoor, introduces the new variant offering by Nutralite, which would help the homemakers and the foodies to whip up an array of healthy yet scrumptious dishes, thus turning the frown upside-down. Given the countless possibilities of creating exquisite dishes with the help of Nutralite, the home- makers are freed from the health v/s taste dilemma; leading to a transition of these homemakers to home chefs. The TVC promotes the fact that health and taste can co- exist with its tagline ‘Aap happy, aapki health happy’ (You are happy; so is your health).

Tarun Arora, COO & Director, Zydus Wellness, said, “With addition of two new exciting flavours in the Nutralite range, we wanted to establish that healthy can be tasty too. We want to make Nutralite the preferred choice of today’s ‘smart home-maker’ who is proactive, creative & experimental and works towards developing her skills to minimize the daily struggles of cooking a variety of dishes while keeping them healthy.”

Rahul Mathew, Creative Head, DDB Mudra West quoted, “We’re a nation of food lovers. So much so that, food can make or spoil our moods. Which is the dilemma the woman of the house faces, each time she decides to introduce some health into the family diet. Even more so, when it’s the first meal of the day. Our work captures this helplessness of her. With Nutralite being the happy common ground for both the foodie and the health conscious.”  

Agency Credits:

Agency Name: DDB Mudra West

Chairman & Creative officer: Sonal Dabral

Executive Director (DDB Mudra Group) & Managing Partner (DDB Mudra West): Rajiv Sabnis

National Strategy Head: Amit Kekre

Account Management team: Ronak Shah, Pranshu Jadon

Account Planning team: Shekhar Pandey, Tania Patel

Creative team: Rahul Mathew, Sharat Kuttikat, Vinayak Dubey, Bibeesh CP, Ketul Patel, Priya Narayan, Yashasvi Agrawal