Nature Fresh Sampoorna Chakki Atta Promises its Consumers - Shakti Har Jung Ke Liye

NEW DELHI, January 22, 2016 /PRNewswire/ --

- Wins the Consumer Superbrand Title in the Superbrands Consumer Award 2015

- Announces Plans to be the Most Preferred Consumer Brand in India

- Recent campaign Khali Pet Jung Nahi Jeeti Jaati - Receives Accolades From Experts and Consumers

- Plans to Invest 35 Crore Towards Brand Building in the Current Fiscal Including Various Promotional Offers

Nature Fresh Sampoorna Chakki Atta, the fastest growing brand of packaged Atta by Cargill India, was awarded the esteemed Consumer Superbrand honor in the Superbrands Consumer Awards 2015 held in New Delhi today. This award is recognition of the consumers' faith and preference towards brand.

Nature Fresh Sampoorna Chakki Atta also announced a series of campaigns and promotions as part of an aggressive business strategy to become the most preferred consumer brand in India. The company plans to increase market share, strengthen brand affinity and drive brand trials in focus markets of Delhi NCR, Uttar Pradesh, Uttaranchal, Bihar and Jharkhand.

Mr. Deoki Muchhal, COO, Cargill Foods India said, "This recognition as a Consumer Superbrand is a proof of the consumers' trust and loyalty for the brand and echoes our intent to make Nature Fresh Sampoorna Chakki Atta the most preferred consumer brand in India."

"The packaged atta category currently accounts for only 4% of the total atta consumption in the country. We see a significant opportunity for growth and have aligned our marketing and sales strategy to bolster the brand's presence in the key roti eating belts in India," he added.

Nature Fresh Sampoorna Chakki Atta recently launched a 360-degree campaign titled 'Khali pet jung nahi jeeti jaati' showcasing the holistic advantages of the product. Nature Fresh Sampoorna Chakki Atta is a pioneer in the packaged atta category. It offers a unique consumer proposition of 3 pronged benefits 1.) Has high dietary fiber 2.) Made from 100% whole wheat 3.) Perfectly grounded i.e. Na Zyada Bareek Na Zyada Dardara. These 3 benefits come together to give the new age consumer a high quality product, which not only aids better digestion and absorption but also gives more strength and energy to the body.

Further, to celebrate the New Year and amplify the brand's affinity among consumers, Nature Fresh Atta also announced exciting consumer offers. With every purchase of Nature Fresh Sampoorna Chakki Atta 10kg and 5kg pack, the brand is offering one 1000ml and 550ml Microwave containers worth Rs. 90 and Rs. 60 respectively. The two month long promotion started in the first week of January 2016 across the focus markets.

Commenting on the recent marketing efforts on the brand, Ms. Neelima Burra, CMO, Cargill Foods India said, "The Consumer Superbrand title, the appreciation on the recent campaigns and promotions are all testimonies of the increasing preference among consumers for the brand. We are committed to strengthening the same and plan to invest 35 crores towards marketing and brand building initiatives this year."

"Through our recent campaigns we have made in-roads into new consumer groups who lead an active lifestyle and demand quality products. Nature Fresh lives up to the promise of 'shakti har jung ke liye' through 100% wheat and high on dietary fiber assurances," she added.

Nature Fresh Sampoorna Chakki Atta is available in packs of 1kg, 5kg and 10kg.

About the new campaign 

As a nation, which is on a journey of progressive development, every individual is on a drive to move up the socio-economic ladder. The everyday battle to succeed in their goals is possible only when the individual is healthy and is full of energy and strength. Nature Fresh takes inspiration from this basic insight 'khali pet jung nahi jeeti jaati' and takes a leap in terms of not only building the promise on the functional role of Atta but a higher order promise of strength and energy to take on the daily challenges of life. The brand tagline has been articulated as 'Shakti har jung ke liye'.

The TVC is the story of a young aspiring woman who is at the dining table having lunch with her in-laws and husband. During this time the woman's mother-in-law voices her expectation to the bahu to have a baby. Her father-in-law and sister-in-law also pitch in and add fuel to the fire. At this point the husband understands that it is getting a little awkward for his wife and passes a roti to her saying 'khali pet jung nahi jeeti jaati'. The woman maintains her nerve, takes a bite of her roti and firmly says that her current priority is in building her career which of course would be followed by going the family way. As a stoic silence looms in the room for a moment, we see her mother-in-law leading the way by taking it in her stride by respecting her bahu's decision.

The campaign has been conceptualized by FCB Ulka.

To watch the ad, click here: https://www.youtube.com/watch?v=HXW1VjXxfyM

About Nature Fresh  

Nature Fresh is the home grown brand of Cargill India. The ethos of the brand is providing the 'best of nature' to the consumers with a range of products, processes and packaging that preserves nature's goodness and promotes a healthy and active life. The current offerings under Nature Fresh are Nature Fresh Sampoorna Chakki Atta, Nature Fresh Acti-Lite Soybean and Sunflower Oil and Nature Fresh Kachi Ghani mustard oil.

For more information on Nature Fresh logon to: http://www.naturefreshlife.com

Media Contact:
Poonam Tibrewal
[email protected]
+91-9811029543
Brand Communications and PR
Cargill Foods India Ltd.