The Zydus Cadila group has decided to award the creative duties for Nutralite Premium Table Margarine to Mudra, Ahmedabad, following a multi-agency pitch, which started a couple of months ago. The size of the business is estimated to be Rs 7-8 crore. O&M and Triton were the other agencies that pitched for the brand.
Chandan Nath, Executive VP, Mudra, said, “Nutralite is an extremely exciting brand and gives us the opportunity to work on a new category. We believe the growing health consciousness among Indians will help the acceptance of Nutralite as a healthy alternative to butter. We look forward to working closely with the client in making Nutralite a strong and successful brand.”
Said a company spokesperson, “Nutralite is a very challenging brand for us and Mudra was chosen because of their experience in successfully having worked on a similar category (healthy oils) and also because of the freshness they brought in their communication approach, presented in response to our brief to them to position Nutralite as the ‘healthier alternative to butter.”
Zydus Cadila recently acquired Nutralite, a Rs 30-crore brand launched in 1996 and is the market leader in the country with 60 per cent market share. Nutralite is cholesterol-free, low in saturated fats, contains healthy PUFA and is rich in Vitamin A, D and E. It contains lesser saturated fats than butter and helps fight cholesterol. While the Indian market is very nascent and just about evolving, internationally margarine sales are almost 2-3 times that of butter.
The acquisition of the Nutralite was done keeping in mind the strategic philosophy of the consumer division of Zydus Cadila to promote healthy eating and living habits. Its current basket of brands includes Sugar Free and Natura (sweeteners), Sugar Free D’lite (diet drink), EverYuth and Dermacare (skincare).