BL Agro Industries Limited, one of the fastest growing edible oils and food products companies in India, has announced Bollywood Diva and fitness icon Shilpa Shetty as the face of its ambitious brand ‘Nourish’ for the extensive range of flours, pulses, and dry fruits.
Shilpa Shetty personifies fitness and health and gels well with the brand ‘Nourish’, which also promotes nutrition and good health and aims to endorse the idea of eating well and staying healthy.
She would be seen in all the communications promoting Nourish’s range of flours, pulses, and dry fruits.
Speaking about this strategic partnership, Ghanshyam Khandelwal, Chairman & Managing Director, BL Agro, said, “Nourish has been accepted very well by the consumers across various states of North India. The company has now begun the journey to expand the markets and take Nourish to newer regions across the country. Hence, to promote such a nutritious and healthy food brand, we have been scouting for a personality who can represent the brand attributes in the most effective manner. And who better choice can be, than Shilpa Shetty.”
As per the company, the choice of Brand Ambassador for Nourish has not been an easy one.
Ashish Khandelwal, Executive Director, BL Agro Industries Ltd, stated, “For a brand that comes with the promise of ‘Nutrition ka Vada’, the ambassador had to be of a similar stature.”
Commenting on the brand endorsement, Richa Khandelwal, Director, Leads Brand Connect, the advertising agency of Nourish, added, “The brand positioning targeted by ‘Nourish’ has many characteristics common with Shilpa. While she is seen as an ambitious and determined personality, Nourish is determined to provide nutrition to the fast moving nation. Similarly, she is a fitness icon and is among the top health and fitness influencers in India, while Nourish is also a brand with the promise of nutrition, health, and fitness.”