Nutrela Uses Design Craft to Celebrate India's Biggest Harvest Festivals

Nutrela, flagship brand of Ruchi Soya Industries Limited, welcomed the harvest season with a new campaign celebrating the many cultural festivities observed across India at the onset of the new year. The Facebook campaign used a series of creative visuals that were designed around the biggest Indian harvest festivals such as Baisakhi, Bihu, and Nobo Borsho, and engaged audiences with unique local delicacies prepared using Nutrela Soya.

The idea behind the campaign was to bring alive the flavour of each festival through design craft, while showcasing a number of recipes created for the unique palate of each culture. BC Web Wise, the brand’s digital agency, designed a series of social media creatives depicting the special recipes surrounded by characteristic elements of each festival culture.

The ‘Shubho Nobo Borsho’ creative featured the famous ‘Pithe Puli’ delicacy from West Bengal, complemented by Bengali diet elements such as bananas, mango leaves, marigold, coloured powder, jaggery and flour powder. The design came to life with illustrations of a Bengal Tiger and other traditional Bengali motifs. ‘Makahana Kheer,’ which is native to ‘Baisakhi’ celebrations in Punjab, was showcased with diet elements such as Soya chunks, Kesar/Saffron, Pistachios. Depiction of a Dhol and wheat grains added zing to these local flavours. The ‘Bihu’ festivities of Assam were represented by a ‘Pitha’ preparation and elements such as banana leaves, jaggery, coconut, and tea. The creative was illustrated with a Rhino and tea leaves.

Further, each visual addressed audiences in the native languages of Bengali, Punjabi and Assamese to enhance the level of engagement with each culture. The campaign has received a high level of engagement on Facebook, with more than 50,000 ‘likes’ so far. The Happy Baisakhi (Punjabi), Shubho Nobo Borsho (Bengali), Happy Bihu (Assamese), and Happy Baisakhi (Hindi) posts can be checked out on Nutrela’s Facebook page.

Commenting on the campaign, Nilesh Mazumdar, Chief Executive Officer - Consumer Brands Division, Ruchi Soya said, “Nutrela has always endeavoured to address its consumers with campaigns that resonate with every family and household. This harvest season the brand wanted to do something special by celebrating the festive delicacies of different cultures. Though every harvest festival has its own significance and style, Nutrela Soya can be used to prepare dishes that are true to the local flavours of each culture. I hope consumers will not only make these delicacies a part of their harvest festivities, but also continue to experiment with traditional recipes that can be relished with Nutrela.”  

Launched more than two decades ago, Nutrela has garnered market leadership in various FMCG categories and has carved out an enviable niche for itself, that of being a brand that promises nutrition through innovative product offerings. Nutrela has always been ahead of its times and peers – it launched soya foods at a time when the segment was non-existent. Today Nutrela is a brand synonymous with health and nutrition, and commands a formidable market share as well as substantial brand equity within its segment. Being one of the most preferred brands in the country, Nutrela has always played the role of a torchbearer when it comes to highlighting the health benefits of soya to its loyal customers. Nutrela Soya Food provides more than double the benefits of proteins when compared to other foods such as meat, eggs, wheat and milk thereby making it a perfect solution for health and protein requirements.


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