Nutrela pitches ‘tasty, healthy’ Soya with slice-of-life humour

Watch the ad films conceptualised by Ogilvy & Mather here

Jun 14, 2016 05:30:00 AM | Video | Campaign India Team

Nutrela Ruchi Soya Industries has rolled out two ad films for its Soya Chunks. The films have been conceptualised by Ogilvy & Mather.
One of the films shows two young boys eating their lunch in school. One boy tells the other (Tony) a secret, with the assurance that he would not reveal it to anyone including his mother. Tony tries to guess what the secret could be without luck – he asks whether he stole money from his mother’s purse, or broke his dad’s watch. Taking a spoonful of rice and soya from Tony’s lunchbox with a smile, his friend reveals that he finds the vegetarian food prepared by Tony’s mother tastier than the non-vegetarian his mother cooks. The film ends with the introduction of the 'healthy' Soya Chunks at just Rs 10. 
The second TVC shows a man at the dining table with his father in-law. The younger man puts forward some suggestions, projecting them to be the needs of others. Like a big bungalow for his daughter, with a swimming pool for his grandchildren, and a factory, for the old man himself. The father-in-law stops eating for a moment and asks the man whether he doesn’t want anything for himself. As his son-in-law opens his mouth to answer, he feeds him a spoonful of biryani to shut him up. He asks him to eat the Soya biryani and get fit in life, which will help him achieve all that he wants himself.
Nilesh Mazumdar – CEO, consumer brand division, 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 storyline 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, said, “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 everyday 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.”
Anup Chitnis – ECD, O&M, added, “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 elders 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.”
The campaign went on air on 10 June. It will air for six weeks on Hindi and regional GECs, besides food channels. The campaign will be supported with print ads, on-ground activation and trade promotions.