Mumbai: Consumer food company LT Foods has expanded its product portfolio in the health segment with 'Daawat Sehat' - a fortified everyday Basmati rice. To market this product in India, the company on Thursday launched a new TVC in a bid to leverage the brand equity and distribution network of its flagship brand 'Daawat'.

After the initial launch with a digital campaign across news portals and social media platforms, the brand is now planning to reach a wider audience with this TVC.

Highlighting the brand's nutritional and health benefits, the TVC showcases how a bowl of 'Daawat Sehat' provides the requisite nutrition especially to the kids, who are fussy about eating healthy food. The brand is popularly termed ‘Poshan Waala Chawal’ (Nutritious Rice).

Speaking on the Campaign, LT Foods' MD & CEO, Ashwani Kumar Arora said, “The Government has been implementing food fortification on a large scale and it has been identified as one of the key strategies to achieve the target of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’. During recent budget as well, Government has restated the importance of food-fortification through rice, which happens to be one of the key staple-foods of the 65% of the Indian population which reaches the most vulnerable and poorer section through programmes like Mid-Day Meal, Integrated Child Development Services, and Public Distribution System."

“Keeping in mind the overall agenda of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’, LT Foods has launched ‘Daawat Sehat’, the fortified everyday Basmati rice which stands for health and nutrition," he added.

LT Foods' head - India business, Ritesh Arora added, “Daawat Sehat was launched last year and it was very well received by the consumers who were looking for healthier options during the current times. The campaign that was launched last year on the digital platform talks about the nutritional benefits of fortified rice and how “Daawat Sehat” provides a solution in this regard to keep themselves and their family healthy. The launch of this TVC will tap a larger audience and further strengthen and increase the awareness of Daawat Sehat, the fortified rice.”