New Delhi: Cargill’s edible oils business in India’s today announced the re-launch of its flagship refined oil brand, NatureFresh® Acti-Lite. The brand has been re-launched with a new campaign that features star celebrities Sonakshi Sinha and Neil Bhoopalam. With this re-launch, the brand intends to make a difference in the lives of its consumers by bringing to them, a product that delivers on the promise of lower oil absorption. The brand has strengthened its position in the space of light cooking by giving consumers the benefit of a further 15% lower oil absorption.
This claim has been tested and certified by a reputed NABL accredited lab to ensure that the product delivers on what it promises. This new campaign, featuring Sonakshi Sinha & Neil Bhoopalam consists of three TV films that explore three instances of ‘micro-moments’ shared between a young couple at home. It focuses on making an age-old habit around the use of tissue for soaking oil from fried food such as samosas, pakodas and pooris, seemingly redundant, by using the catchphrase “Tissue ko uska asli kaam karne do”.
These three TV films will be aired in the brand’s target markets of North & East India, with a special focus on Delhi, Haryana, Uttar Pradesh, Jharkhand, and Bihar. In addition to TV, it’s a 360-degree campaign, that will include print, digital, in-shop promotions and on-ground activations across these target markets.
Speaking on the launch, Subin Sivan, Marketing Head, Cargill’s oil business in India said, “Lighter food is the number one category driver for refined oils in India and our consumers are increasingly gravitating towards eating lesser oily food. As a brand NatureFresh Acti Lite seeks to enable its consumers to pursue a healthier life with the benefit of 15% lower oil absorption. We are excited to release our new campaign featuring Sonakshi Sinha, whose appeal and popularity is high with our target group.”
Commenting on this, actress Sonakshi Sinha said, “It feels great to be associated with NatureFresh Brand. Incidentally, it also becomes my first cooking oil endorsement. The times we are in, food is something that we watch very closely from a health perspective. Here is refined oil, which has low oil absorption and lets you have those moments of guilt-free indulgence. I really enjoyed working on the three-film campaign, as my role went beyond the regular endorsement.”
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said “Some ideas come from simple life observations. Just like the one we found for Nature Fresh, that tissues had an important place on every health-conscious person’s plate of fried food. Enter Nature Fresh Acti-Lite, and tissues can do what they were always meant to do, and not pull extra oil out of food. We feel this brings out the product’s uniqueness very well, aided by a well-crafted execution and some great performances from Neil and Sonakshi”