MUMBAI: Anmol Feeds has roped in actor Pankaj Tripathi as its first brand ambassador for the cattle feed brands Nouriture Godhenu Gold, Milk-o-milk plus, and Super 20 plus.
The company that recently launched its products under the umbrella brand Nouriture to meet the growing challenge of quality livestock feeds in the market aims to change perceptions through its new positioning of 'Sirf chusti nahi, pushti bhi'.
The Indian animal feed market reached a value of Rs 942.4 billion in 2020 and is expected to grow at a CAGR of 12.5 per cent during 2021-2026. Cattle feed involves 20 per cent of the overall market share and is an evolving category in the Indian rural market. Yet, there is a huge need gap when it comes to awareness amongst the farmers about the right compound feed for optimum benefits from the cattle, said the brand.
“We wanted to create a high recall for our cattle feed brand, Nouriture Godhenu Gold. Pankaj Tripathi has a unique appeal across the country with his own inimitable style. He is an energetic and versatile actor with a rich legacy of work. His common man personality resonates with our brand values, and we believe the association will go a long way in not only achieving the desired top-of-the-mind brand recall but also in bringing about a paradigm shift in farmer behaviour towards the right feed," said Anmol Feeds managing director Amit Saraogi.
The ad film conceptualised by Shreyansh Innovations and directed by Ankit Dahiya aims to position the brand towards strengthening the changing dynamics of the livestock feed industry. The film that credits Vaishakh Jhunjunwala as creative director features a farmer who arrives at the village market to sell his share of milk. He is greeted by Tripathi who throws a very odd question at him which leaves him thinking. He compares the farmer's cow to a goat after seeing his milk canister's size.
“Cattle feed advertising has largely been restricted to very loud and run-of-the-mill kind of work. It lacks the necessary punch and argument that helps farmers make a conscious decision. The film's plot, the dialogues, and the choice of a brand ambassador have been crafted in a manner that ticks all of the above boxes and brings in newness to this category," said the team associated with the conceptualising of the advertisement, comprising Shreyansh Innovations founder-director Shreyansh Baid, Debdarsan Dutta (chief creative officer) & Vaishakh Jhunjhunwala (creative director).
"Being a farmer’s son myself I could relate to the brand language of Nouriture. I come from a place where education about the right livestock feed is much needed for rejuvenating the dairy business," said Tripathi.
The campaign is live across social media, outdoor, print, and on-ground channels.
