Nourish, a brand of BL Agro Industries Limited, edible oils and food products company, has unveiled a series of three television commercials featuring Bollywood Diva and fitness idol Shilpa Shetty.

First TVC talks about Nourish Extra Chokar Atta, the second one promotes Nourish Unpolished dals while the third is for Nourish Premium Dry Fruits. The nub of all the advertisements is to eat health-giving and salubrious foods rather than choosing ordinary products. The advertising message in all the three TVCs revolves around ‘Do Baatein’, a fascinating concept that there can be two different results for each situation. Shilpa and her family is seen teaching each other the significance of consuming fine quality and nutritious food in a humorous manner.

The TVCs designed by Leads Brand Connect, a multi-dimensional creative agency, have been launched on the national television channels and it is being planned to roll out the 360-degree communication via TV, print and digital media in the coming months. The company has also rolled out its social media initiative on Facebook, Instagram, Twitter and LinkedIn. Shilpa will be seen in series of TVCs and social media campaigns of Nourish advertising the extensive portfolio of flours, pulses and dry fruits.

With the tagline ‘Sadharan Chodo, Nutrition Chuno’, the ads focusses on the virtues of good eating and healthy living by opting for good quality food products over small savings.

In the first commercial, Shilpa is seen convincing her brother in-law and the other family members of the benefits of emphasizing on good quality of the food products rather than small savings by her ‘Do Baatein’ approach, where if they continue to aim on small savings over quality, the choices may take them to unexpected situations.

The second ad portrays the pros of good quality unpolished dal and that how it aids in keeping people fit.

The third ad explains the advantages of eating good quality dry fruits and that how it offers a sharp mind and a healthy body.

Talking about the launch of the first series of TVCs of Nourish, Ashish Khandelwal, executive director, BL Agro stated- “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.”

Richa Khandelwal, brand spokesperson at BL Agro mentioned- “With Shilpa Shetty coming in and promoting our brand, we intend to reach to the larger audiences and markets. We wish to take ahead the legacy of BL Agro with this young and ambitious brand, Nourish.”

Sanjay Srivastava, CEO of Leads Brand Connect declared- “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 batein ho sakti hein wo hoga to do batein ho sakti hein’ – a comic expression that has been popular in entire Hindi speaking belt for many years. I think at some point of 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 at the same time achieving high recalls,” Srivastava further said.

While the films are introducing the brand to audiences in TV and Digital space, the company is also aware of its responsibilities in these challenging times. During the lockdown period of 2020, the company had run an elaborative home delivery drive named ‘Nutrition ki Home Delivery’. This year the company is back again with the campaign titled ‘Nutrition ki Home Delivery 2.0’.

To provide the Indian buyers a seamless and easy home delivery experience, the company has refurbished its website and is ready with a big team of on-ground warriors who will make sure that food essentials are quickly and safely delivered to the needful customer right at their doorsteps.


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