Nutrela takes on the loose soya market with high decibel national campaign

Nutrela, the flagship and premium brand of Ruchi Soya Industries, has launched its new marketing campaign. This is the first time that the brand is going to be present with such a high decibel national media campaign, which will be spread over six weeks. The objective of the campaign is to highlight the superiority of Nutrela, which is now healthier, tastier and more hygienic.

As part of this campaign, conceptualised by Ogilvy & Mather, Nutrela has launched two 45-second TVCs carrying the messages – ‘Ab Healthy ho jao sirf 10 rupee mein’ and ‘Life ki demand hai zyada’. The first TVC that went on-air from June 10, 2016, was of a Sikh school boy having his meal during lunch break. The TVC brings the innocence of two boys – Tony and Sikh boy – wherein the Sikh boy confesses that Tony’s veg food prepared out of Nutrela soya is much tastier than the non-veg food that his mother cooks.

The second TVC plays on the humorous tension in a father-in-law and son-in-law relationship. The TVC depicts how a son-in-law is keeping his demands in front of his father-in-law tactfully by projecting it to be the needs of his daughter and grandchildren and how the father-in-law tackles his demands. The hero of the film is of course the product, which becomes the instrument which the father-in-law uses to make his point clear to his son-in-law.

Both the TVCs highlight the attributes of the product – 52 per cent protein, 99 per cent fat-free and filled with calcium and iron. The campaign will be spread across six weeks with TV campaign across Hindi GECs, Regional GECs, Movies and Food channels delivering at least 1000 GRPs so as to break through the clutter. The campaign will also be supported with print and ground activation, coupled with massive visibility drive in trade.

Commenting on the new campaign, Nilesh Mazumdar, CEO, Consumer Brand Division of Ruchi Soya Industries, said, “The idea was to talk health and taste but not get lost in the sea of brands claiming similar benefits. Also, communicating the importance of healthy food has become very serious. So we decided to use humour and innocence as a device to send out our message of Nutrela Soya, which is not only healthier and tastier, but also affordable. We also felt that this story-line is something that would catch the attention of consumers across all markets as they would be able to relate to it.”

Piyush Pandey, Executive Chairman and Creative Director, O&M India & South Asia, commented, “Nutrela is a well-known brand for a long period of time. With the current concerns of nutrition needs of every family, we have presented Nutrela as an affordable, healthy and tasty option for every day meals.  These slice-of-life commercials have been created with simple human insights taken from people’s lives. I am sure the audience will get the message.”

Commenting on the TVCs, Anup Chitnis, ECD, O&M, said, “Nutrela has been among the top players in the health and soya foods category for over 30 years now. So when we came to create the next leg of the communication for them, we felt we were in a good position to take a humorous and insightful approach to health food advertising. Also, since the consumers of Nutrela are both elderly and kids, we felt it would be a good idea to create two films to address both these segments. When it comes to food, kids are inspired more by taste as compared to elders, for whom eating healthy has become a priority. Which is why both the films are balanced on taste and health, which is the core business strategy the Nutrela business is built on.”

Launched over three decades, Nutrela offers an innovative solution to the Indian palate. The versatile product that can be mixed with different food items, thus bringing in variety and assortment. Today, Nutrela has become synonymous with Soya in India.

The TVCs have been conceptualised by O&M Mumbai and produced by Nirvana Films (Sardar Kid) and Ramesh Deo Productions (Son-in-Law). Madison Media is the media agency.

Campaign credits:
Client: Ruchi Soya Industries
Brand: Nutrela
Creative agency: O&M
Media agency: Madison Media
Production house: Nirvana Films
ECD: Anup Chitnis