Celebrities are supporting 'untouched & packed sugar' during the pandemic time with Madhur's new campaign #LooseNahiMadhurSahi

·The aim of the campaign was to promote safe packaged sugar purchase and highlight how consumers should only buy hygienic, safe and trusted brands which are untouched by hand

·Celebrities like Soha Ali Khan, Karishma Tanna, Anita Hassandani and Surbhi Jyoti was associated with the campaign to raise awareness amongst the target audience to stop buying loose groceries

Mumbai, 22nd April 2020– MadhurPure & Hygienic Sugar, the leading retail brand has recently unveiled a new campaign on Madhur Sugar #LooseNahiMadhurSahi in collaboration with BC Web Wise to promote purchase of untouched sugar in India. The ad campaign delivered a clear message of safety in hygiene and drives awareness towards Madhur sugar’s benefits of it being completely untouched by hand, along with the 5S guarantee of Safed, Shudh, Samaan, Surakshit, and Sulphur-free.

The aim of the campaign is to reach out to consumers with the clearly defined value proposition of Madhur Sugar. At this time when everyone is supposed to maintain social distancing to stay safe, Madhur Sugar’s campaign reiterates the importance of purchasing clean and packaged goods.

Dr. Satbir Singh Sindhu, President & Business head at Madhur Sugar said that “Our intent with this campaign is to educate consumers about why it is imperative to graduate to packaged staples from a trusted brand like Madhur sugar. Through this campaign we are trying to impress upon all buyers, that hygiene is the first step to health and safety. It is advisable to cut down the purchase of loose staples like sugar completely and instantly graduate to Madhur sugar, which is completely untouched by hand. One can wash vegetables, pulses, and rice, but sugar cannot be washed so ensuring you only bring home a trusted brand like Madhur is critical. Madhur sugar follows all the guidelines given by the government and us will continue to ensure delivery of the safest and most hygienic sugar to our customers.”

In India, most of the people purchase loose products from supermarkets and local groceries which are exposed to dust, contamination and have possibilities of being handled by unclean hands. This is clearly a health hazard, especially in these times. Madhur Sugar wants to reiterate how important it is to use, packaged products that are completely untouched by hand.

Talked about the campaign, Chaaya Baradhwaaj, Founder & MD, BC Web Wise said; “The tonality of the campaign  "We aimed at making the women and homemakers realize by themselves to make informed choices! We are expecting a behavioral change through this campaign ".

Multi-dimensional approach: The media platforms were strategically selected where our key target audience and decision-makers were present the most across various digital touchpoints. With this, our campaign is estimated to reach over 11 million women. This campaign also includes celebrities like Soha Ali Khan, Karishma Tanna, Anita Hassandani and Surbhi Jyotito promote it via their social media and tapping a popular show on zee “Mrs. Mukhyamantri” for sponsorship. Regional communication was also vital to take such a campaign to a higher level. The campaign includes ads on Digital OTT platforms like; Sony Liv app, Zee5 app and Voot too in four languages (Hindi, Gujarati, Marathi & Hinglish). To drive awareness and heighten the reach further, it will be promoted via Facebook Ads, google display ads.