Thursday, November 02, India 2023:Weikfield Foods Private Limited, a household name in culinary delights, has unveiled its latest campaign for Fortified Pasta, executed by GREY and Autumn GREY. Weikfield’s commitment to enriching lives remains at the forefront with this campaign. In an unusual twist, the campaign features the Weikfield CEO, D.S. Sachdeva, subjected to a lie detector, reaffirming every claim about their pasta. The result? Each claim holds true, reinforcing Weikfield’s dedication to quality and transparency.
Expressing his thoughts on the launch, Sachdeva said, “Weikfield has always strived to assist mothers in striking the right balance between taste and nutrition. In India, pasta often gets wrongly labelled as junk food. Most don’t realise that pastas like Weikfield Pasta, inherently made from wheat and often served with vegetables and white pasta sauce (laden with cheese and milk), is a nutritional powerhouse. We’re determined to rectify this misconception through a differentiated product as well as with a differentiated communication. Through our iron-fortified pasta range we wanted to offer Indian consumers the taste of authentic Italian pasta along with the power of micronutrients.”
This campaign not only showcases the product’s exceptional quality but also cements Weikfield’s role as a trusted kitchen partner. The lie detector adds a memorable touch, emphasising Weikfield’s unwavering confidence.
With Weikfield, ordinary moments become extraordinary, and with Weikfield Fortified Pasta, they become unforgettable.
Vivek Bhambhani, Group Creative Director, GREY & Autumn GREY said, “A majority of mothers have lost faith in brands because they feel the USPs advertised are merely tall claims. So, when Weikfield Fortified its pasta, the challenge was communicating that this pasta actually had iron equivalent to two bowls of spinach – an uphill task considering pasta has traditionally been looked upon as an unhealthy, once-a-week treat meal for the child. To convince discerning mothers required a disruptive approach where Weikfield stood up and simply spoke the truth – and it had to be the CEO himself, strapped to a lie detector!.”
While the TVCs showcase two of its most popular products Weikfield Custard and Weikfield Pasta, the iconic brand has built a large portfolio consisting of Custard, Cornflour, Baking Powder & Cocoa including recent entries like Falooda, Sauces & Cake Mixes that are immensely popular with very strong customer equity.
