May 05, 2020
A leading retail brand of sugar, Madhur, is guaranteed pure and hygienic sugar mechanically packed, has recently unveiled a new campaign on Madhur Sugar in collaboration with BC Web Wise to promote sale of untouched sugar in India.
The ad campaign delivered a clear and specific message of hygiene and drives awareness towards the brand’s sugar benefits of it being completely untouched by hand, along with the ‘Five Ss’ guarantee of Safed (white), Shudh (pure), Samaan (consistent), Surakshit (safe) and Sulphur-free (no chemicals).
The aim of the campaign is to reach out to consumers with the clearly defined value proposal of the brand giving the best and gain the trust.
With the ongoing situation, when everyone is supposed to stay in and stay safe and while out to maintain social distancing, the brand’s campaign retells the importance of purchasing clean and packaged goods which has less or contactless handling.
Dr Satbir Singh Sindhu, president and business head, Madhur Sugar, said, “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 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 we 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,” he added.
The brand wants to convey to the people how important it is to use, packaged products that are completely untouched by hand.