Mumbai: Nutrela Soya Food has launched its television commercial. The product is being promoted through a tagline which is in sync with the brands positioning- "Roz Kuch Naya, Roz kuch Soya."

The objective of the TVC is to highlight the versatility of Nutrela Soya Food and therefore to make it as an integral part of a households day-to-day meal.

The campaign will be spread across eight weeks with a TVC breaking first during the ongoing IPL season and then followed with other channels that include Hindi GEC, regional GEC and lifestyle channels.

The company has also scheduled for a product sampling across women‘s magazine along with recipe ads/booklet to explain the usefulness of soya.

The new 30 second Nutrela Soya Food TVC has been depicted from the backdrop of a leisure trip where a couple enjoying their meal and is later joined by one of their couple friends. The TVC is thereby trying to acknowledge the creativity and versatility of the home-maker, by acknowledging her as food designer.

The TVC has been conceptualised by Soho Square Mumbai and produced by Apocalypso. Meawhile, Madison Media is the media agency on the account.

Soho Square Mumbai ECD and creative heads Satish deSa, Anuraag Khandelwal said, "We set out to get soya out of the blind spot, and into the limelight. To get the world to acknowledge it for what it really is - versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is - versatile and creative. ‘Food designer‘ status, we believe, is one of the acknowledgments she truly deserves."

The concept of the TVC is giving credit and gratification for house wives, as she is the only person who doesn‘t get either monetary or emotional gratification as against the working men or women. Hence, the company decided to acknowledge the creativity of the home maker by providing her a product (Nutrela Soya Food) that can be integrated well with every dish and thus enables her to make "Roz Kuch Naya".

RSIL AVP - marketing - consumer brands division Sandipan Ghosh added, "Home makers or Super Moms constantly aspire to bring in variety in food which is healthy and tasty and cuts across different consumption occasion for their kids, spouse and family in everyday life. We wanted to bring Nutrela Soya to the party as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya."