MUMBAI: Sofit, the soy milk brand from Hershey India, has released its latest ad featuring brand ambassador John Abraham.
The new ad is aimed at strengthening Sofit’s proposition of ‘Healthy Energy to Do More’, given that it is fortified with protein, omega 3 and vitamins and comes in a range of delicious flavours. The ad shows Abraham as a relatable, multi-tasking contemporary professional and how Sofit, when made a part of balanced diet and healthy lifestyle, helps a person achieve that extra mile.
The refreshed ad showcases a day in the life of a high achieving urban citizen who has to go through a packed schedule altering between workouts, meetings, deadlines and travel.
Hershey India managing director of Sofit Herjit Bhalla says, “Sofit is a brand of strategic importance for Hershey India. Indians today are passionate about health and fitness and aim to have it all while juggling between work, travel and their passions. Sofit is an ideal drink to consume for anyone aiming for an active lifestyle. We have also recently introduced Sofit in a coffee mocha flavour, which can be consumed both hot and cold, for those who love a healthy wake-up brew.”
Talking about the campaign, Hershey India marketing director Sarosh Shetty adds, “Sofit’s new campaign showcases a slice of life of the young multi-taskers and how Sofit provides the energy to do more across day parts. We are sure that this creative will be well received by the audience and will position Sofit as the source of healthy energy to help them in their journey of achieving more from life”
Abraham, who has been the face of Sofit since the past few years, mentions, "It has been a great journey with Sofit and I am thrilled about the new look of the ad. The refreshed commercial is extremely relatable and relevant where I play the 'everyday hero' who must constantly oscillate between a gamut of tasks while being both, energetic and efficient. I truly believe that we are all a part of an increasingly demanding regime with no room for lethargy. Sofit personifies the same attributes of a healthy and active lifestyle allowing you to push the envelope by going the extra mile to achieve your goals.”
Sofit enjoys a lion’s share in the soy milk category in India. It is considered a part of the repertoire of soy-based, convenient, delicious, beverages that provide protein, omega 3 and vitamins, which gives a person the energy to achieve that extra mile.
