Nourish – Har Din Dal Badal Badal Kar Khao
The Challenge Indian consumers are price- or convenience-sensitive when purchasing pulses, and they tend to prioritize price over nutritional value. Nourish desired to break this mode of thinking and raise awareness towards choosing 100% unpolished pulses and sensible purchase decision-making while taking nutrition labels into account. Another pressing problem that was addressed was the ordinary hassle of storing pulses safely after their packets have been opened, a nuisance to most homes.
The Strategy
To bring this message to life, Nourish introduced a series of short, engaging brand films featuring Isha Talwar and Himani Shivpuri. Accompanying social media campaigns supported the films with 4 key themes:
- Why a shift to unpolished pulses is healthier
- How vacuum-packed, zipper-locked pack preserve freshness
- Why one should check nutrition labels before purchasing
- Convenient packaging that sorts storage problems
By blending education with entertainment, the films positioned Nourish unpolished pulses as an easy and enjoyable choice for everyday healthy living.
The Impact
The campaign strengthened Nourish’s identity as a trusted, nutrition-first brand, while creating stronger connections with health-conscious, convenience-driven consumers. It turned the act of eating well into a relatable, everyday habit.