Campaign India Team
May 15, 2008

Nutralite pushes 'healthy upgrade' stance

Mudra has rolled out a campaign for Nutralite to reinforce its positioning as a 'healthy upgrade' to butter. According to the company's spokesperson, rresearch has indicated that married women, who are responsible for preparing meals for their family, face a serious dilemma. While a married woman loves to prepare her family's favourite dishes - generally heavy and rich food, she knows that it's her responsibility to ensure that everyone stays healthy.

Nutralite pushes 'healthy upgrade' stance

Mudra has rolled out a campaign for Nutralite to reinforce its positioning as a 'healthy upgrade' to butter. According to the company's spokesperson, rresearch has indicated that married women, who are responsible for preparing meals for their family, face a serious dilemma. While a married woman loves to prepare her family's favourite dishes - generally heavy and rich food, she knows that it's her responsibility to ensure that everyone stays healthy.


Based on this insight, the film shows that the protagonist (Ratna Pathak) is forced to come up with novel reasons to keep her husband (Satish Shah) away from unhealthy food. In response to her husband's 'Khane mein kya hai?' (a line commonly used to find out what's on the menu), she misleads him by saying that the parathas he was craving for were burnt, or that the club sandwich he wanted desperately were eaten by the kids.

The film resolves this predicament by saying that with Nutralite she can make her husband's favourite food healthier and allow him to indulge in it.
 
Creative Agency: Mudra
Creative Team :Sanjay Menon, Vaibhav, Kapil Oza, Mehul Zolapura
Production House :Genesis
 

Source:
Campaign India