Nourish, from the BL Agro stable, has launched a campaign ‘Sadharan Chodo, Nutrition Chuno’ (leave the ordinary, choose nutrition), comprising series of TVCs featuring Shilpa Shetty. Conceptualised by Leads Brand Connect, the films promote the nutritional superiority of Nourish’s various brands, as compared to other ordinary products.
Each of the three films show the actress, her mother-in-law and son explaining the benefits of Nourish’s products to each other, using the same dialogue of ‘Do Baatein’ (two things) that can happen in any given situation.
Ashish Khandelwal, executive director, BL Agro said, “Nourish is a young brand, which has received an overwhelming response in a very short span of time. With Nourish, our vision is to provide healthy, good quality and nutritional food products all across the country. While the TVC is creating awareness, we are simultaneously working to expand our distribution network to pan India levels so that we can take the goodness of Nourish to each and every household in India.”
Sanjay Srivastava, CEO, Leads Brand Connect, said, “With Shilpa on board, brand Nourish aims to occupy the space of high nutrition food products offering many health benefits to the consumers. Hence the positioning was created around the promise “Saadharan Chhodo, Nutrition Chuno”. But the challenge was to communicate this fact in an innovative and engaging manner. To distinguish the brand from regular cooking commercials, we decided to take the comic way”.
“Leads Brand Connect team came up with a very interesting and quirky concept of “ye hoga to do baatein ho sakti hai, woh hoga to do baatein ho sakti hain - a comic expression that has been popular in the entire Hindi speaking belt for many years. At some point in time, we all have used this funny expression to crack jokes or otherwise. And with Shilpa’s excellent comic timing, we were able to bring it out in a very noticeable manner and at the same time achieve high recalls,” added Srivastava.
The films have been aired on television channels and will be rolled out on print and digital media in the coming months.