Nourish, one of the ambitious brands of BL Agro Industries Limited, edible oils and food products company, announced the launch of a series of television commercials starring Bollywood Diva and fitness icon Shilpa Shetty. First TVC promotes Nourish Extra Chokar Atta, the second one is for Nourish Unpolished dals while the third one talk s about Nourish Premium Dry Fruits. The crux of all the advertisements is to eat healthy and nutritious rather than choosing ordinary products. The advertising message in all the three TVCs revolve around ‘Do Baatein’, – an interesting concept that there can be two different outcomes for each situation. Shilpa and her family is seen teaching each other the importance of eating good quality and nutritious food in a funny manner.
The TVCs created by Leads Brand Connect, a multi-dimensional creative agency, have been launched on the national television channels and plans to roll out the 360-degree communication through TV, print and digital media in the coming months. The company has also rolled out its social media campaign on Facebook, Instagram, Twitter and LinkedIn. Shilpa will be seen in series of TVCs and social media campaigns of Nourish promoting the extensive range of flours, pulses and dry fruits.
With the tagline ‘Sadharan Chodo, Nutrition Chuno’, the ads emphasize the virtues of good eating and healthy living by choosing good quality food products over small savings.
In the first ad, Shilpa is seen convincing her brother in-law and the rest of the family of the benefits of focusing on quality of the food products rather than small savings by her “Do Baatein” approach, where if they continue to focus on small savings over quality, the choices may lead them to unforeseen situations.
The second ad conveys the benefits of good quality unpolished dal and how it helps in keeping people fit.
The third ad talks about the benefits of consuming good quality dry fruits and how it leads to a sharp mind and a healthy body.
Speaking about the launch of the first series of TVCs of Nourish, Mr. Ashish Khandelwal, Executive Director, BL Agro said, “Nourish is a young brand, which has received an overwhelming response in a very short span of time. With Nourish, our vision is to provide healthy, good quality and nutritional food products all across the country. While the TVC is creating awareness, we are simultaneously working to expand our distribution network to pan India levels so that we can take the goodness of Nourish to each and every household in India.”
“With Shilpa Shetty coming in and promoting our brand, we intend to reach to the larger audiences and markets. We wish to take ahead the legacy of BL Agro with this young and ambitious brand, Nourish”, adds, Ms. Richa Khandelwal, Brand Spokesperson, BL Agro.
Mr. Sanjay Srivastava, CEO, Leads Brand Connect, said, “With Shilpa on board, brand Nourish aims to occupy the space of high nutrition food products offering many health benefits to the consumers. Hence the positioning was created around the promise “Saadharan Chhodo, Nutrition Chuno”. But the challenge was to communicate this fact in an innovative and engaging manner. To distinguish the brand from regular cooking commercials, we decided to take the comic way”.
“Leads Brand Connect team came up with a very interesting and quirky concept of “ye hoga to do batein ho sakti hein… wo hoga to do batein ho sakti hein” – a comic expression that has been popular in entire Hindi speaking belt for many years. I think at some point of time, we all have used this funny expression to crack jokes or otherwise. And with Shilpa’s excellent comic timing, we were able to bring it out in a very noticeable manner at the same time achieving high recalls, adds, Mr. Srivastava.
TVC Link –
Social Media Hashtags – #UnpolishedDal #UnpolishedPulses #Flours #ChakkiFreshAtta #Atta #DryFruits #Almonds #Walnuts #Raisins #Pistachio #Cashew #nutritionkihomedelivery #SwasthaBharat #BLAgro #AdvaitShukla #PuneetTejwani #UdaayTikekar #KishoriShahaneVij
While the brand films are introducing Nourish to the viewers in TV and Digital space, the company is also aware of its responsibilities in these challenging times. During the lockdown months of 2020, BL Agro had run an extensive home delivery campaign called “Nutrition ki Home Delivery”. This year again the company has prepared itself for “Nutrition ki Home Delivery 2.0”. To offer the Indian population a seamless and easy home delivery experience, BL Agro has revamped its website www.nourishstore.co.in and is ready with a huge team of on-ground warriors who will ensure quick and safe delivery of food essentials wherever customers need it.