BL Agro, a prominent player in India’s fast-moving consumer goods (FMCG) sector, has unveiled a new television commercial (TVC) for its Nourish Pulses brand. The advertisement was premiered by Shri Chirag Paswan, Minister of State for Food Processing Industries, on the opening day of World Food India 2024 at Bharat Mandapam in New Delhi.
Conceptualised and produced by Leads Brand Connect, a creative agency based in Noida, the TVC showcases how Nourish Pulses aims to meet the needs of contemporary households prioritising convenience, health, and affordability. The narrative features a relatable scene between a mother, portrayed by actress Himani Shivpuri, and her daughter. As the mother unpacks groceries, she questions her daughter about the absence of containers for storing the pulses. The daughter responds, highlighting the innovative zipper-lock packaging of Nourish Pulses, which allows the packs to be sealed securely after each use, ensuring freshness and protection.
Ashish Khandelwal, Managing Director of BL Agro, stated, “We aimed to shift the brand image of Nourish to highlight superior quality and practical convenience. Our special zipper-lock packaging ensures that pulses remain fresh without the need for additional storage, making it a smart solution for busy households.”
The TVC further underscores that Nourish Pulses are 100% unpolished and free from artificial colours and oils commonly used in other products. This commitment to maintaining the natural texture and flavour of the pulses positions Nourish as a healthier, more authentic choice. Additionally, the vacuum-packed feature protects against moisture, reinforcing the brand’s focus on premium quality.
Richa Khandelwal, Managing Director of Leads Brand Connect, discussed the campaign's vision: “With consumers becoming more conscious about their dietary choices, Nourish Pulses align perfectly with this trend. We aimed to create an advertisement that resonates with audiences on a personal level. The relatable story highlights the convenience, quality, and nutrition offered by Nourish Pulses at an affordable price. The packaging innovation is central to this message.”
The launch of the TVC coincides with a broader rebranding effort for Nourish, which seeks to reinforce its dedication to quality, hygiene, and nutrition. The revamped brand image aims to assure consumers of the highest health and safety standards, from sourcing to packaging.
This campaign will be distributed across various social media platforms, marking a new chapter for the Nourish brand as it seeks to attract health-conscious families with its range of convenient, nutrition-packed products.
