NatureFresh Acti Heart focuses on complete heart health with new #PooraKhayaal campaign
Conceptualised by Lowe Lintas, the digital campaign will be highlighted across Facebook, Google, YouTube and other digital platforms
NatureFresh™ Acti Heart, the new extension of Cargill’s oils business in India’s home-grown brand, NatureFresh™, has unveiled its first campaign “#PooraKhayaal”. Positioned as an oil brand that gives complete heart care, NatureFresh™ Acti Heart aims at building awareness and educating people on the many heart ailments that exist today. The narrative of the campaign hinges on the premise that there are more than one causes for heart ailments, and they are not restricted to any particular age, gender, or fitness level. The campaign persuades consumers to question their current cooking oil choice - move beyond ‘adha adhura’ or incomplete information and ensure they have ‘poora’ or complete information while making an educated decision on their oil purchase.
This thought-provoking campaign features three films portraying varied scenarios featuring a friend, a mother, and a wife. The three montages convey that there are diverse reasons for heart problems such as inflammation, unhealthy lifestyle, high cholesterol, etc., all of which impacts the heart’s health, either directly or indirectly. Consumers’ current cooking oil does not tackle all these aspects and hence the need for taking complete care or #PooraKhayaal of their heart. NatureFresh™ Acti Heart, powered by the 5 warriors – is rich in Omega 3, has high MUFA, an ideal omega 6: omega 3 ratio along with the presence of Vitamin A, D, E and anti-oxidants like Oryzanol, is hence, the ideal choice for heart health. NatureFresh™ Acti Heart has also been accredited by the Indian Council of Medical Research (ICMR) for having the ideal Omega 6 to Omega 3 ratio, reiterating it being healthy oil for consumers. Its high smoking point makes it ideal for all types of Indian cooking – sautéing as well as frying. Hence, NatureFresh™ Acti Heart empowers consumers by promising ‘adha adhura nahi, poora khayaal’ of their heart.
In addition to the TV commercial, the campaign also extends to the print and digital medium. Built around the concept of being cautious of ‘adhura’ or incomplete information, the brand has launched a digital anthem titled “The Adhura Gyan’ anthem which, like the TVC, encourages consumers to question their current life choices and persuades them to have complete information about all their life choices including their cooking oil. This digital anthem will be highlighted across Facebook, Google, YouTube, and other popular digital platforms.
Speaking on the launch of the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said, “Cardiovascular problems are increasingly becoming a significant area of concern among urban households today. In India specifically, the problem is salient among a younger population. Unfortunately, a lot of the information and awareness around heart problems are limited to cholesterol reduction. NatureFresh Acti Heart’s campaign #PooraKhayaal aims to shift the narrative from cholesterol reduction to complete heart care. Our goal is to enable consumers to question their current choice of cooking oils that only addresses cholesterol.”
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said, “At Lowe Lintas, we nurture brands to become strong partners to consumers. NatureFresh Acti-Heart is one such brand. Heart health is a big concern today, even among the youth, due to the chaotic, always-on lives we lead. The current perception among consumers is that if cholesterol is in control, they and their family will be free from heart ailments. Through #PooraKhayaal, the intent is to bust this myth through impactful stories and encourage consumers to question their choice of cooking oil.”
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