Ruchi Soya links future with fitness

Ruchi Soya, an edible oils manufacturer in India, has rolled out a new campaign for its brand Mahakosh. The ad film has been conceptualised by Orchard Advertising. The objective of the TVC is to highlight the importance of being fit and healthy with the brand’s positioning – “Fit hai toh Future hai.”

Madhuri Dixit plays a concerned mother in the ad film. She sees her children glued to gadgets instead of playing. The film moves on to show a mother concerned over the strain that late night studying causes on her daughter's eyes. Another set of kids are seen eating out of a spread of junk food as the mother looks alarmed. Dixit notes that since the habits of kids these days can't be altered much, the alternative is to change the cooking oil for a healthier lifestyle. The ad film, through narration, explains the ingredients in the oil that will lead to a fit and healthy body. The film ends with a product showcase and a voice over that says, 'Mahakosh refined soyabean oil. Fit hai toh future hai. (There's future if there's fitness)'

Alok Mahajan, head of marketing - Popular Division, Ruchi Soya, said, "Madhuri Dixit seamlessly fits into our new brand campaign for Mahakosh. She epitomizes the modern cosmopolitan women who effortlessly delivers on her many roles – she is a celebrity role model who is a working woman, a caring wife, a loving mother and trendsetter with an incredible blend of style and substance as well as tradition & modernity. Our communication for Mahakosh – features her as a concerned mother and clearly communicates the brand’s superior quality attributes and the multiple benefits it provides for cooking tasty and healthy foods important for the child’s development and fitness."


Hemant Kumar Sivan, executive creative director, Orchard Advertising, commented, “We wanted to highlight the importance of being fit among children at an early stage because kids are the future of the country. Today, Kids have developed a palate for unhealthy foods which can have a negative impact on their health in the future. Today’s mothers have multiple concerns about the health of their children due to lack of exercise, addiction to multiple screens, frequent consumption of junk food, pressure of studies, etc. and while it is tough to control the environment, mothers can cook tasty and healthy home foods with vitamin fortified Mahakosh soyabean oil and make their kids Future Fit.”

The campaign will be supported by on-ground activation, cinema, print ads and radio commercials. The TVC is currently airing on Hindi GECs, lifestyle, health, news, kids and music channels.

Credits:

Client: Ruchi Soya
Agency: Orchard Advertising
Marketing head (Popular Divison): Alok Mahajan
ECD: Hemant Kumar Sivan
Production house: Ignition Films
Director: Rensil D'Silva
Media agency: Maxus