| Innovation in Press Advertising |
| Client |
|
Mahindra & Mahindra, Agri Solutions Ltd. |
| Brand |
|
Nupro Tur Dal |
| Entrant |
|
FCB Interface |
|
|
|
| Brief |
|
To communicate the superiority and quality of the Nupro Tur Dal, to the housewives.Size of the grain is the single visible indicator of the best quality Tur dal. |
| Scale & Location or Cultural Context |
|
The advert ran in the women supplement (Sakhi) of Lokmat (the largest news paper in Maharshtra).The women’s supplement was chosen to specifically target the housewives in Maharashtra as the Dal is available only in the state currently. |
Solution
|
|
Housewives are discerning with respect to the food they provide for the family. Giving them the ability to check the quality of the Dal not just speaks about the superiority and quality of the brand, but also makes reinforces their belief that they are the gate-keepers when it comes to food. |
