MUMBAI: NatureFresh Acti-Lite has partnered with the movie MS Dhoni to take forward the new brand thought of ‘Raho Har Pal Active’ through in-film placement and a 360 degree plan.

The brand has planned activities for its consumers, retailers and employees. Activities includes TV campaign, Employees Meet & Greets with the star cast of the movie MS Dhoni, Retailer Engagement activities, movie tickets and giving away attractive merchandise along with social media contest called #Captain Active for consumers to post their stories, velfies and selfies. In-office activities include - Hunt for the Most Active Cargill Employee.

Research has shown that the desire to eat low-fat food is an unmet need with modern, middle-income families which want to opt for healthier lifestyles and food choices. With this fast growing segment of health-conscious families with busy routines, the need of the hour was an oil that supports their active life. Nature Fresh Acti-Lite is India’s first oil for low fat cooking that promises an active life.

MS Dhoni is a role-model meeting the ambition of aspirant middle-class. The ethos of his personality and that of NatureFresh Acti-Lite is what makes him a perfect fit for the brand.

Cargill Foods India chief marketing officer Neelima Burra, said, “Associating NatureFresh Acti-Lite with the movie MS Dhoni is like a perfect handshake of common ideology. Embedded advertising or in-film placement is one of the trending ways to execute this ambition."

The TVC can be viewed at - M.S. Dhoni - The Untold Story | Nature Fresh ActiLite