MUMBAI: NatureFresh, the home-grown brand of Cargill’s food business in India, has launched its new digital campaign ‘#AsliKhiladi’ with Delhi Daredevils, highlighting the importance of the homemaker in the life of a family. 

The campaign emphasises the homemaker’s active life and her ability to meet every need of the family, in a quirky manner. With about 2.5 million views and counting, this campaign is currently the second most buzzing campaign in the SportsWatch IPL 2018 Brand Effectiveness Study. 

Based on the premise that ‘Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’, the story opens with running commentary by three Delhi Daredevil players who observe a homemaker, doing her everyday chores, actively and with a great deal of energy. In the end, the three players conclude by saying that while they do play on the cricket field, the real player in everyone’s lives is the woman or the homemaker. With clever dialogues, the narrative draws parallels between the life of a homemaker and that of a cricketer during a match. It highlights that both require one to be active and energetic, whether at home or on the field.

Cargill Foods managing director Deoki Muchhal says, “As a consumer brand, engagement with consumers is always our key focus. NatureFresh represents active living and by highlighting our association with Delhi Daredevils, through the #AsliKhiladi campaign, we are looking at organically extending the brand’s ethos. I believe that this campaign will help us accentuate brand equity for NatureFresh as we continue to build a stronger consumer footprint, across the country.”

Quasar Media national head Saugata Bagchi, who supervised the creatives of the campaign adds, “This NatureFresh campaign for IPL came as a welcome challenge to us as not many clients take a digital-first approach for an IPL association. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness for NatureFresh. With #AsliKhiladi we captured the imagination of our audience while engaging DD fans and letting them know, where all Nature Fresh adds value to their lives. The success of the campaign is evident in the surge of relevant conversations which made it a trending IPL campaign in no time.”