Kochi: ITC Limited, one of India’s leading food product manufacturers, has launched a unique and thought-provoking advertising campaign ahead of Onam, highlighting the importance of balanced nutrition and healthy lifestyle habits during the festive season. Breaking away from the traditional image of the pot-bellied Mahabali, the campaign presents Maveli with a well-toned, six-pack physique and a ‘Mr. India’ look, making him the centre of attraction in the advertisement.
The ad opens with children running towards families and locals celebrating Onam, announcing that a different Maveli has arrived. When the much-awaited Maveli finally makes his appearance, everyone is surprised to see the fitness-conscious version of the legendary king. When the children ask what happened to Maveli’s traditional belly, he responds with a message highlighting the importance of maintaining a balanced diet and incorporating regular exercise into everyday life. The campaign delivers its health-conscious message in an engaging manner while retaining the charm, humour and festive spirit associated with Onam celebrations.
Anuj Rustagi, Chief Executive of the Staples Business Unit, Foods Division, ITC Limited, said the advertisement effectively communicates the message that people can enjoy the flavours and festivities of Onam while continuing to maintain healthy habits as part of their daily routine. With atta and chapati becoming an increasingly important part of the Kerala diet, ITC, the maker of the popular Aashirvaad atta brand, has used the campaign to promote the importance of nutritious food and regular physical activity as part of a healthy lifestyle.
Nutritionist Sweety Gopi of Apollo Adlux Hospital said that alongside enjoying festive foods, regular physical activity, adequate water intake and portion control are important during celebrations. She added that including atta and chapati along with rice-based meals in the daily diet can help provide the body with essential dietary fibre and other nutrients, while encouraging people to enjoy traditional festive dishes in moderation and maintain healthy lifestyle practices.
