The Indian market is flooded with brands catering to multiple categories, which includes brands with healthier alternatives. All claim big things either with respect to ingredients, or the preparation process or benefits of consuming it. Mothers don’t take these marketing gimmicks seriously: they have either had their trust broken after trying the product or via experiences of other people.

The fact that Indian mothers tend to be very cautious of marketing claims, especially when it is about nutritious benefits, was what got us thinking to do something different to gain their acceptance.

To make sure that Weikfield Iron Fortified Pasta is not positioned as just over-the-top claim, a bold stance was really required.

Our task was to challenge the conventional perception of Pasta as an unhealthy dish and present it as a balanced diet from Weikfield in an honest way.

To prove a big claim as that claimed by Weikfield, an unexpected execution was needed.

Any vigilant mother would dismiss our claim that “One bowl of Weikfield Iron fortified pasta has iron equivalent to two bowls of spinach.”

To counter this dismissiveness, we put the CEO of Weikfield through a Lie Detector test. Where a citizen journalist (who is also a mother) questioned him on all the claims made by the brand and the polygraph results proved that he was telling the truth.

The film went live on World Pasta Day on social media. On a day when most brands would spoke about their products and recipes and taste and yumminess , we chose to stand out through honest-to-earth truth.

The campaign had PR articles in a total of 48 different publications, online and offline, both national and regional.