Nutrela Soya Food's releases its new campaign!

Nutrela Soya Food, one of the premium brands from the house of Ruchi Soya Industries Ltd. (RSIL – ranked 121 in the Deloitte 'Global Powers of the Consumer Products Industry 2013' list), today announced the launch of its new marketing campaign by launching a TVC. Nutrela Soya Food is a product that can be an easy mix with different food items and thus brings in variety and assortment. The objective of the TVC is to highlight the versatility of Nutrela Soya Food and therefore to make it as an integral part of a households day-to-day meal. The product is being promoted through a catchy tagline which is completely in sync with the brands positioning– “Roz Kuch Naya, Roz kuch Soya.”       

Launched over two decades, Nutrela still continues to be one of country’s favorite and most rejoiced healthy food brands that offers an innovative solutions to the Indian palates. Nutrela, a name which is synonymous to Soya in India has always been a torchbearer for the product when it comes to highlighting the health benefits to its customers. As far as the nutrients are concerned, Nutrela’s Soya Food provides you more than double the benefits of proteins as meat, egg, wheat and milk thereby making it a perfect solution for all your health requirements.          

In order to substantiate the product features and thereby to communicate the versatility of the Nutrela Soya Food brand, company has planned for an aggressive marketing campaign.       

The new 30 second Nutrela Soya Food TVC to go on air from tomorrow. The story has been depicted from the backdrop of a leisure trip where a couple enjoying their meal and is later joined by one of their couple friends. The TVC is thereby trying to acknowledge the creativity and versatility of the home-maker, super moms, by acknowledging her as food designer.           

The campaign will be spread across eight weeks with a TVC breaking first during the ongoing IPL season, in order to create top of the mind recall amongst consumers and then followed with other channels that include Hindi GEC, Regional GEC, Lifestyle channels etc. The company has also scheduled for a product sampling across Women’s magazine along with recipe ads/booklet to explain the usefulness of soya.           

The concept of new Nutrela Soya Food TVC is giving credit and gratification for house wives, as she is the only person who doesn’t get either monetary or emotional gratification as against the working men or women. Hence, the company decided to acknowledge the creativity of the home maker by providing her a product (Nutrela Soya Food) that can be integrated well with every dish and thus enables her to make “Roz Kuch Naya”.         

Commenting on the marketing objective, Sandipan Ghosh, AVP - Marketing - Consumer Brands Division – RSIL says, "Home makers  or Super Moms constantly aspire to bring in variety in food  which is healthy and tasty and cuts across different consumption occasion for their kids, spouse and family  in everyday life. We wanted to bring Nutrela Soya to the party as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya."    

Commenting on the TVC, Anuraag Khandelwal and Satish deSa, ECD and Creative Heads, Soho Square Mumbai says, "We set out to get soya out of the blind spot, and into the limelight. To get the world to acknowledge it for what it really is - versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is - versatile and creative. 'Food designer' status, we believe, is one of the acknowledgments she truly deserves."         

The TVC has been conceptualized by Soho Square Mumbai and produced by Apocalypso. Madison Media is the media agency.          

Nutrela Soya Food is available across all grocers, neighborhood kirana stores and general stores. Also, it is made available across modern retail chains like Big Bazaar, Hypercity, Star Baazar, Reliance and also in Supermarkets and Stand Alone Self Service Stores.