Cargill Oil Rolls out Maiden Campaign Weaving around Heart Care

India is the heart issue capital of the world with over 60 percent of the world’s heart patients found in India. Consumers associate heart health with cholesterol reduction. A recent study has proven that cholesterol contributes less than 10 percent of heart-related ailments. Consumers lack this awareness. They don’t know that a heart-oil should benefit beyond cholesterol management. The current perception is that if cholesterol is in control, his or her family will be free from heart ailments. And now the Minneapolis, US-headquartered Cargill Oil seeks to burst this myth. NatureFresh Acti Heart, the cooking oil brand from Cargill Oil’s stable, has now come up with a new campaign and the thought-provoking and conversationalist and encourages customers to question their cooking oil.

NatureFresh Acti Heart, the new extension of Cargill’s Oils business in India’s home-grown brand, NatureFresh, has incidentally unveiled its first campaign *“#PooraKhayaal*”, recently. Positioned as an oil, that gives complete heart care, NatureFresh Acti Heart aims at building awareness and educating people on the many heart ailments that exist today.

The narrative of the campaign hinges on the premise that there are more than one causes for heart ailments, and they are not restricted to any particular age, gender, or fitness level. The campaign persuades consumers to question their current cooking oil choice - move beyond ‘adha adhura’ or incomplete information and ensure they have ‘poora’ or complete information, while making an educated decision on their oil purchase. The creative agency for this 360-degree campaign is Lowe Lintas.

This thought-provoking campaign features three films portraying varied scenarios featuring a friend, a mother, and a wife. The three montages convey that there are diverse reasons for heart problems such as inflammation, unhealthy lifestyle, high cholesterol, etc., all of which impacts the heart’s health, either directly or indirectly. Consumers’ current cooking oil does not tackle all these aspects and hence the need for taking complete care or #PooraKhayaal of their heart. NatureFresh™ Acti Heart, powered by the 5 warriors – is rich in Omega 3, has high MUFA, an ideal omega 6: omega 3 ratio along with the presence of Vitamin A, D, E and anti-oxidants like Oryzanol, is hence, the ideal choice for heart health.

NatureFresh™ Acti Heart has also been accredited by the Indian Council of Medical Research (ICMR) for having the ideal Omega 6 to Omega 3 ratio, reiterating it being healthy oil for consumers. Its high smoking point makes it ideal for all types of Indian cooking – sautéing as well as frying.  Hence, NatureFresh™ Acti Heart empowers consumers by promising ‘adha adhura nahi, poora khayaal’ of their heart.

In addition to the TV Commercial, the campaign also extends to the print and digital medium. Built around the concept of being cautious of ‘adhura’ or incomplete information, the brand has launched a digital anthem titled “The Adhura Gyan’ anthem which, like the TVC, encourages consumers to question their current life choices and persuades them to have complete information about all their life choices including their cooking oil. This digital anthem will be highlighted across Facebook, Google, YouTube and other popular digital platforms.

Subin Sivan, Marketing Head, Cargill’s oils business in India said that cardiovascular problems are increasingly becoming a significant area of concern among urban households today. In India specifically, the problem is salient among a younger population. Unfortunately, a lot of the information and awareness around heart problems are limited to cholesterol reduction. NatureFresh Acti Heart’s campaign #PooraKhayaal aims to shift the narrative from cholesterol reduction to complete heart care. Our goal is enabling consumers to question their current choice of cooking oils that only address cholesterol, he said.

Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said that at Lowe Lintas, they nurture brands to become strong partners to consumers. NatureFresh Acti-Heart is one such brand. Heart health is a big concern today, even among the youth, due to the chaotic, always-on lives they lead. The current perception among consumers is that if cholesterol is in control, they and their family will be free from heart ailments. Through #PooraKhayaal, the intent is to bust this myth through impactful stories and encourage consumers to question their choice of cooking oil, said Mohanty.