Nutrela Soya Food celebrates Indian home makers, the ‘food designers’

Ruchi Soya (RSIL) has launched a TVC for its soya food brand Nutrela.

The film is set against a leisure trip backdrop featuring two couples. One of the couples, the hosts, is seated at a table outdoors while the other joins them for a meal. When complemented on his ‘designer shirt’, the husband of the guest couple passes the credit to his fashion designer wife. After a bite of the food, he is full of praise for the lady who made them – her husband credits her as the ‘food designer’, who is always makes something new. The film signs off with the voice over announcing: ‘Nutrela Soya - Roz kuch naya, roz kuch soya’ (Nutrela Soya – Something new everyday, some soya everyday).

On the marketing objective, Sandipan Ghosh, AVP - marketing - consumer brands division – RSIL, said, "Homemakers or ‘Super Moms’ constantly aspire to bring in variety in food which is healthy and tasty and cuts across different consumption occasions for their kids, spouse and family. We wanted to bring Nutrela Soya to the party, as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya."

On the TVC, Anuraag Khandelwal and Satish deSa, ECD and creative heads, Soho Square Mumbai, said in a statement: "We set out to get soya out of the blind spot, and into the limelight. To get the world to acknowledge it for what it really is - versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is - versatile and creative. 'Food designer' status, we believe, is one of the acknowledgments she truly deserves."

Credits

Brand: Nutrela Soya Food
Client: Ruchi Soya
Creative agency: Soho Square
ECD and creative heads: Anuraag Khandelwal and Satish deSa
Production House: Apocalypso
Media Agency: Madison Media