Introducing the #Badlobehtarkeliye campaign from NatureFresh®

Today, a new brand campaign for the NatureFresh® line of edible oils from Cargill was unveiled. Its hashtag, #BadloBehtarKeLiye, emphasizes the value of active parenting in a child's day-to-day life in order to help them reach their full potential. This campaign targets the health-conscious customer and includes a new pack design, a TV commercial, and on-ground marketing tactics. By urging parents to take an active role in their child's development and success by improving their own health, it fosters an emotional connection.

The business is targeting the community of "Active Parents" in urban areas between the ages of 30 and 50 who want to raise self-assured, aspirational, and content children through this campaign. The key to their success as parents is ensuring that their kids reach their full potential in everything they do. With a superior product that offers 20% lower oil absorption, NatureFresh hopes to make a difference in the lives of its customers by encouraging them to let go of inhibitions and break old patterns. This will make them feel more engaged and active as parents. Parents are better able to support their children's success when they are actively involved in their lives, both physically and emotionally.

The brand name and positioning are shown in Devanagari script on the pack itself by NatureFresh in order to engage with customers in Hindi-speaking areas efficiently. The brand hopes to develop a strong brand connection and offer consumers in North and East India more fulfilling experiences through these activities.

Subin Sivan, Marketing and Insights Leader at Cargill Food Ingredients, commented on the campaign: "NatureFresh is Cargill's in-house consumer brand, and has been trusted by consumers for more than ten years. We are dedicated to carrying on this history by offering a special product that has a 20% lower absorption rate to support parents and kids who want to live healthier, more active lifestyles. We want to encourage parents to actively engage in their children's daily lives and foster their growth and development through our #BadloBehtarKeLiye campaign. We think that every moment spent with a child is priceless and that being an involved parent can have a huge impact on the future of that child.

Nikhil Mahajan, GM and Chief Growth Officer at BBDO, commented on the TVC, saying that NatureFresh delivers the very distinct benefit of 20% less oil absorption, which makes the product lighter. For our customers, who are always looking for new ways to maintain an active lifestyle for themselves and their families, we found this to be a really relevant product benefit. The younger generation is experiencing a really intriguing cultural shift where they believe it will be simpler and more comforting for them to realize their aspirations if their parents truly support them. The parents were subsequently inspired to step outside of their comfort zone and take action to be active. We based the story of our brand around this sweet spot.

In addition to wheat flour, the Cargill-owned brand NatureFresh offers a variety of cooking oil varieties, principally soybean and mustard oils (atta). NatureFresh is poised to overtake competitors in the North and East of India thanks to its compelling brand positioning and superior product offering.