Ad Campaigns
BL Agro launches Nourish Pulses TVC & revamps brand image
Mumbai: BL Agro has launched a new television commercial (TVC) for Nourish Pulses. The TVC was premiered on the opening day of World Food India 2024 held at Bharat Mandapam in New Delhi by Shri Chirag Paswan, Minister of MoFPI.
The TVC is conceptualised and produced by Leads Brand Connect, a creative agency headquartered in Noida. It portrays how Nourish Pulses combine convenience, health, and affordability to cater to the needs of today’s modern households who value both quality and practicality.
The advertisement opens with a heart-warming exchange between a mother, played by renowned actress Himani Shivpuri and daughter. As the mother unpacks groceries, she reprimands her daughter for not bringing containers to store the pulses. The daughter proudly explains that containers aren’t necessary because Nourish Pulses come in innovative zipper-lock packaging. The packs can be sealed securely after every use, keeping the pulses fresh and protected. This simple exchange highlights the convenience and thoughtfulness behind Nourish’s packaging, making everyday life easier for busy families.
BL Agro managing director Ashish Khandelwal commented on the new TVC, saying, “We wanted to bring a shift in the brand image of Nourish and make it stand out – for the superior quality and the practical convenience. Our special zipper-lock packaging ensures that pulses stay fresh without the need for additional storage. It’s a smart and practical solution for today’s busy households.”
The ad further emphasises that Nourish Pulses are 100% unpolished, free from artificial colours or oils that are often used to make products appear more appealing. Instead, the pulses retain their natural texture, flavour, and taste, offering a healthier and more authentic choice. The vacuum-packed feature prevents moisture from seeping in. It guarantees that the pulses remain fresh and dry, reinforcing the brand’s commitment to premium quality.
Leads Brand Connect managing director Richa Khandelwal and the creative force behind the TVC, commented on the vision for the campaign: “Consumers are becoming more conscious about what they eat, and Nourish Pulses fit perfectly into that mindset. Our goal was to create an ad that presented the same. We wanted it to connect with the audience on a personal level. So, we conceptualised a relatable story that highlighted how Nourish Pulses deliver convenience, quality, and nutrition—all at an affordable price. The packaging innovation is at the heart of this message, and we’re proud to have brought that vision to life for BL Agro.”The launch of the TVC also aligns with the revamped image of the “Nourish” brand, which reinforces its core commitment to quality, hygiene, and nutrition for all. Through this new branding direction, Nourish seeks to assure consumers that its products offer the highest standards of health and safety, from sourcing to packaging.
The campaign was aired on all social media platforms to begin the new era of brand image. A refreshed image that appeals to the health-conscious modern family as it delivers nutrition-packed products that are convenient and affordable.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
