Earlier this year, Nestlé Nesvita rolled out a new instalment of their ‘Woman of Strength’ campaign, which was introduced in 2008 and featured Mahira Khan. The central message continues to be ‘bones strong toh mein strong’ and this time around, actor and model Sanam Saeed (the new brand ambassador) urges professional women to ignore people who tell them that their jobs are secondary in comparison to their roles as homemakers, and to focus on keeping their bones strong, since that is possibly the only thing that can hinder them from reaching their true potential.

“Women should know that unless they ignore naysayers, they will never be able to reach their potential and realise their dreams,” explains Daniah Ishtiaq, Manager Planning, MullenLowe Rauf, the agency behind the campaign.

For Mariam Tariq, Brand Manager, Nestlé Nesvita, the campaign also aims to change the perception of Nesvita.

“Women often perceive Nesvita as a solution to a problem; they think they should start using it once their bones begin to ache, and that is wrong. What we are trying to say is that if they consume Nesvita today, they will have strong bones tomorrow.”

Another objective of the new instalment is to highlight the introduction of Nesvita’s new one litre SKU which is available in a ‘prisma’ pack – an eight-sided carton similar to the ones that Nestlé uses for Fruita Vitals – and which is shown in the TVC as well as featured prominently on the brand’s Facebook page. The brand team feel that this will help Nesvita stand out from the other milk brands in the market and “give it a new, unique look”. This pack is priced at Rs 140, while the existing 200 ml pack is available for Rs 30.

Introduced in 2006 in Pakistan, Nestlé Nesvita is the market leader in the low-fat milk category and has enhanced calcium and vitamin D content; its primary audience are women aged between 18 and 40. Since it has been around for nearly 10 years, it is clear that the brand is now focusing on expanding its penetration; six more TVCs are expected to air later this year, and will focus on “regular” women, such as students and housewives.

The reason for this, according to Kayzad Giara, Associate Creative Director, MullenLowe Rauf, is that advertisements usually portray “glossy woman of strength or poor ones; there is no middle ground...We hardly see the struggles of a student or a housewife who has never worked or is not educated and still takes care of her husband and children.”

Ishtiaq further expands on the vision behind the forthcoming TVCs: “We want to move away from defining success by only highlighting professional women like doctors or lawyers or someone who goes against societal norms. Every person has their own set of struggles and ordeals and how they overcome them is unique.”