Ruchi Soya Industries (Ruchi Soya), one of India’s FMCG companies and the manufacturer of edible oils in India has rolled out a new campaign for its brand Mahakosh by launching a TVC. The new campaign and TVC features Mahakosh’s recently appointed brand ambassador Madhuri Dixit. The objective of the TVC is to highlight the necessity and importance of being fit and healthy. The product is being promoted through an interesting tagline which is completely in-sync with the brand’s positioning – “Fit hai toh Future hai.”
The new Mahakosh TVC has already gone on-air. The basic premise of the TVC is that current day mothers have multiple concerns about the health of their children due to lack of exercise, 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 soya bean oil.
Alok Mahajan – Head of Marketing, Popular Division of Ruchi Soya Industries Limited says, "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."
Speaking about the campaign, newly appointed Mahakosh brand ambassador Madhuri Dixit said, “The new positioning of Mahakosh – Fit hai toh Future hai is one that resonates strongly with me. I am a mother and worry about the proper diet, nutrition & fitness of my family. The new Mahakosh TVC addresses this concern completely. I am glad to play my role in delivering Mahakosh’s message of ‘Fit hai toh Future hai’ in an appealing manner.”
The new range of Mahakosh cooking oils has Omega 3 & 6, two essential fatty acids which are important for brain development, immune system function and blood pressure regulation.
The campaign will be on air consistently with the launch of the TVC during the festive season. The campaign will be further supported by on-ground activation, cinema, print ads and radio commercials. The TVC campaign is going to span on Hindi GEC, lifestyle, health, news, kids & music channels. Radio / print / cinema campaigns for amplification will be focused in all the regions where Mahakosh holds prominent positions.
The TVC has been conceptualized by Orchard Advertising and produced by Ignition Films. It has been directed by Rensil D'Silva (Director of films like Ungli and Kurbaan and TV serial 24). Maxus is the media AOR.
You can watch the commercial here: