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Brandmovers India launches new brand campaign for Ricela


The creative digital engagement partner for Ricela by A.P. Organics, Brandmovers India launched a digital campaign Ab Dil Ko Do Health ka Top-Up. The campaign is live across all the social media platforms, as a witty film.

The campaign intends to take on the subjects of high cholesterol and stems seriously. These may occur from a poor lipid profile, which can send one into a stressful spiral of self-control where patients feel compelled to deprive themselves of experiences that fulfill and nourish their lives. The film creatively manifests this fear with the use of ‘blinkers’. Catch the ad film here.

Talking about the current campaign, Dr. A.R. Sharma, Chairman of Ricela Group of Companies, said, “Our organization is committed to quality, excellence, and innovationToday, we are the world’s largest producer of refined rice bran oil, and owing to numerous stabilization procedures, it has been possible to derive an array of health-promoting value-added products from rice bran itself, and this digital campaign is a step towards that direction.”

“Ricela by A.P. Organics wants consumers to live their life without risking their health by using our product which will help in preventing abnormal cholesterol levels,” said Dt. Isha Vashisht, Vice President, A.P Organics, Limited. She went on to add that, “With the help of this digital film, we are hoping to start the conversation on cardiovascular health in a country where heart diseases are prevalent.”

She goes on to comment on the partnership, “We are thrilled to have collaborated with Brandmovers India for the crucial launch. Their team has not only done a splendid job in helping us translate our vision for a healthier India, but also ensured that we gain a strong footing in the digital landscape. We are very excited about growing this brand together and partnering with Brandmovers for our digital transformation.”

Sharing his thoughts on this successful collaboration, Suvajyoti Ghosh, Managing Director, and Chief Creative Officer, Brandmovers India, said, “We are glad to partner with A.P Organics to create awareness in consumers on the importance of preventing cholesterol and living a healthy life. Employing the power of social and digital media, we hope that this message helps Indians all over.”

I am most excited about the digital transformation journey we have embarked upon with Ricela, wherein a short span of time we have launched a new nutraceutical product and its communication strategy from the ground up, enabling their commerce on multiple eCommerce platforms and using data-led solutions and programmatic media to drive performance marketing for the brand”, he further added.


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