Delhi : Tetra Pak, the world’s leading food processing and packaging solutions company, has launched a new advertising campaign for 2010-11. The objective of the campaign is to create awareness amongst consumers about the ‘6 layer’ protective packaging.

In line with its brand promise “Protects What’s Good”, Tetra Pak has simultaneously launched 2 cross-category TV commercials. Both aim at creating awareness about the 6 layer packaging which protects the milk and juice from light,  air and any other harmful bacteria, thus helping retain the nutrients in the product. The campaign kicked off in the last week of November and will run for a period of 2 months across all prominent electronic channels.  In addition, the TVCs are being supported through outdoor and online publicity as well as through an extensive retail activation exercise in 9 popular malls across Delhi, Mumbai and Bangalore.

Speaking about the new campaign, Kandarp Singh, Managing Director, Tetra Pak South Asia Markets said, “The campaign is a result of and acts on feedback from the consumer and the food industry. With increasing focus on health and wellness in India, we felt there was a need to create awareness about the 6 layer protection of Tetra Pak packages and the health benefits offered to consumers.  In the same way that families care for their loved ones, the Tetra Pak package provides 6 layer care to the product within.

“Tetra Pak has always done things differently; in fact, it is one of the few manufacturing companies who reach out directly to consumers through advertising. Though Tetra Pak India has advertised in previous years, the campaign being aired once again aims to break free of stereotypes, by employing humor and an emotional connect to get its messages across.