NatureFresh asks parents to practise what they preach

Cargill’s edible oil brand NatureFresh has launched a campaign titled #BadloBehtarKeLiye (change for the better), to highlight the importance of active parenting in a child's daily routine. Conceptualised by BBDO India, the film encourages parents to be active participants in their child’s journey and success, by being healthier themselves.

 

The film showcases a mother and her daughter exercising together. As they start to run, jog and do other forms of physical activities, the mother sometimes starts to get tired. However, the daughter motivates her and encourages her to keep going. The duo is seen eating meals cooked with NatureFresh, which also helps them keep healthy. 

 

Subin Sivan, marketing and insights leader, Cargill Food ingredients, said, “NatureFresh is Cargill’s homegrown consumer brand, and has been trusted by consumers for over a decade. We are committed to taking this legacy forward by delivering a unique product capability of 20% lower absorption to help parents and children who seek a healthier and more active lifestyle. Through our #BadloBehtarKeLiye campaign, we aim to inspire parents to actively participate in their child’s daily life and support their growth and development. We believe that every moment spent with a child is precious, and by being an active parent, one can make a world of difference in their child's future.”

 

Nikhil Mahajan, GM and chief growth officer, BBDO said, “NatureFresh offers a very distinct benefit of 20% less oil absorption which in turn makes the food lighter. We found this to be a very relevant product benefit for our consumers who are constantly seeking ways to maintain an active lifestyle for themselves and their family. There’s a very interesting cultural shift where the younger generation feels it’s easier and more comforting for them to achieve their dreams when their parents truly partner them. This in turns motivated the parents to break out of their comfort zone to take initiatives to stay active. This sweet spot is what we built our brand narrative around. I am super excited with the idea and can’t wait to see the results and the impact this campaign will have on business.”