Feeding ropes to Pankaj Tripathi as brand ambassador for its range of feeds
Anmol Feeds Pvt. Ltd. ventured into the livestock feed industry over two decades ago and recently launched its products under the Nouriture umbrella brand to meet the growing challenge of delivering quality livestock feeds to the market. Nouriture embodies the motto of a more forward-looking, technology-driven, future-ready, contemporary brand that can meet the needs of cattle ranchers across India. The company today announced its first Maverick brand ambassador, Pankaj Tripathi, for its feed brands Nouriture Godhenu Gold, Milk-o-milk plus and Super 20 plus, which aims to change perceptions. thanks to its positioning of “Sirf chusti nahi, pushti bhi”.
Speaking on the campaign, Amit Saraogi, Managing Director of Anmol Feeds, said, “We wanted to create a high recall for our feed brand, Nouriture Godhenu Gold, and our superlative product deserved a brand ambassador like Pankaj Tripathi which has a unique appeal. across the country with its own inimitable style. He is an energetic and versatile actor with a rich work heritage. Pankaj’s ordinary man personality resonates with our brand values, and we believe the association will go a long way not only to achieve the desired brand recall, but also to bring about a paradigm shift in the behavior of farmers towards the right food. . Our campaign aims to educate and inform farmers on why they need the right feed for the best livestock. We hope that the words, Sirf chusti nahi, pushti bhi are ingrained in the mind of every farmer and will stay there for a long time. ”
The Indian animal feed market reached a value of INR 942.4 billion in 2020. The market is expected to grow at a CAGR of 12.5% during 2021-2026. Livestock feed accounts for 20% of the overall market share and is a constantly evolving and evolving category in the rural Indian market. Yet there is a huge lack of need when it comes to educating farmers about the right compound feed for optimal livestock benefits.
Pankaj Tripathi, actor and Nouriture Godhenu Gold brand ambassador, said: “Being the son of a farmer myself, I could identify with the language of the Nouriture brand. I come from a place where education on the right feeds is essential to rejuvenating the dairy industry. Over the years Nouriture has shown a distinctive pedigree of innovation, whether in product launches or brand building initiatives, the new advertising has been designed to target farmers and I thank management for thinking I could do the brand justice.
Sukanta Samal, Marketing Director, Anmol Feeds, said, “We have always been at the forefront, leading change in market offerings. We thank Mr. Pankaj Tripathi for being a part of this exciting Nouriture journey. With this campaign, we are not only seeking to educate farmers about the need for proper feed for livestock, but also to generate a priority recall for Nouriture Godhenu Gold.
The positioning of the Nouriture brand and its marketing actions are geared towards strengthening the changing dynamics of the animal feed sector. The film campaign features a foolish farmer who arrives at the village milk market to sell his share of the milk. But he is greeted by Pankaj Tripathi who asks him a very strange question that leaves him thinking. He compares the farmer’s cow to a goat after seeing the size of his milk jug. He then goes on to educate her on how a cow needs good feed for cattle like Godhenu Gold for her good health and better milk production.
Shreyansh Baid, Founding Director, Debdarsan Dutta (Chief Creative Officer) and Vaishakh Jhunjhunwala (Creative Director), Shreyansh Innovations associated with the Conceptualization of Advertising said, “Advertising for feed has been largely limited to work. It doesn’t have the punch and the argument to help farmers make a conscious decision. The film’s plot, dialogue and choice of brand ambassador were crafted in a way that ticks all of the above boxes and brings something new to this category. “
The campaign is broadcast live on social media, outdoors, in print and on land channels.
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