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<ul><li>An Assocham report says that even calorie-dense traditional Indian foods fare better than their Western counterparts. </li><li>Consuming Indian foods is more satisfying than Western dishes which increase cravings. </li><li>Indians are aware of the health effects of food, but most people refuse to shift to a healthier alternative. </li></ul>Indians are spoilt for choice when it comes to food. Not only is there a bhel or samosa vendor at the end of every street corner, quick service restaurants that dish out burgers, pizzas, chicken and more are also rapidly expanding in count while incorporating desi recipes. A recent report by Assocham may make choosing easier. The report ‘Indian Cuisine at Crossroads’ assesses Indian traditional and modern food, by going beyond calorific value – for instance it compares samosas with burgers. While a samosa is made of refined flour or maida and fried in vegetable oil, it also has fresh ingredients like cumin, boiled potatoes, peas, salt, chillies and spices. These ingredients are healthier than those that go into a burger, the report says. A burger, on the other hand, has preservatives, acidity regulator, emulsifier, improver and antioxidants along with refined wheat flour, sugar, wheat gluten, edible vegetable oil, yeast, salt, soya flour, sesame seed, vegetables, mayonnaise, and cheese or potato patty, Assocham says. Calorie-dense samosas are a better choice since they lack chemicals, it concludes. “Unlike traditional Indian foods which are prepared, generally fresh, non-traditional foods listed use preservatives and additives, making them greatly unhealthy—way more than their calorie content,” the report says. The industry body extends this argument for all desi vs Western foods — it says a vada pav would be healthier than a cheese pizza; kulfi is better than a chocolate ice cream; and the Bengali sweet sandesh is healthier than an apple pie. Are you ordering the ‘sides’? It is common to pair burgers with french fries and potato wedges; pizzas with garlic breads and a variety of dips. On the other hand, Indian thalis come with a combination of protein and carbohydrates like chapatis, daal, rice, sauteed vegetables and dairy products like dahi or chaas — which are more filling. Those who eat pizzas and/or burgers also tend to pair it with a carbonated beverage – making the meal more calorific. Compare that with an Indian thali. Thanks to the variety of options and portion control – Indians do not have to worry about overeating unlike other Western dishes which increase cravings, as per the report. “Even for higher-calorie dishes such as dosa and aloo paratha, the satiety quotient is better than small-calorie dense foods such as pizza as they are rich in protein, fibre,” the report insists. A nutrition transition Indian eating habits have been changing rapidly in the last two decades, with greater access to Western options, urbanisation, and increased wealth led to predictable shifts in diet, commonly known as – nutrition transitions. Even as the love for fast food is growing rapidly, the Indian food services industry is dominated by the unorganised segment comprising individuals or families selling ready-to-eat food through roadside vendors, dhabas, food carts, street stalls, etc. This segment has a lion’s share of the market, catering to 65-70% of the total market. On the other hand, the packaged foods market caters to only 15% of the total grocery retail market, as per FY20 data. Assocham also conducted a nationwide survey in which almost all respondents said they consumed packaged foods (both branded and unbranded) at least once a month. “The consumption of branded to unbranded food in India is roughly 1:3 in terms of value, making consumption of unbranded food pervasive in terms of value and more so in terms of quantity,” the report says. As between the choice of branded foods like potato wafers, chocolates, chips and biscuits with others like street food like noodles, mithai from sweet shops and fried snacks — the choice is determined by taste, quality and price. Indians are also well aware of the health effects of food on health. However, nearly half — 46% of respondents — said that they would not shift to a healthier alternative if the food of their choice was given a low health rating. Indian dietary habits, like in the case of most others, are not simply determined by physiological or nutritional needs of people, but also the pleasure that is derived from eating — and Indians seem to be sticking to their guns and gulab jamoons. SEE ALSO <a href="https://www.businessinsider.in/business/news/kfc-pizza-hut-and-dominos-are-going-desi-with-their-menus/articleshow/94030563.cms?utm_source=flipboard&amp;utm_medium=flipboard_rssfeed&amp;utm_campaign=flipboard_referral">The Taste of India: American chains go desi with veg makhani burgers, tandoori tofu subs and achaari pizzas</a> <a href="https://www.businessinsider.in/business/corporates/news/why-mcdonalds-is-going-big-even-as-pizza-hut-and-other-rivals-slash-store-sizes/articleshow/96782982.cms">Delivery versus dine-in: Why McDonald's is going ‘big’ even as rivals slash store sizes</a>

Samosas versus burgers: The Great Indian Dilemma

<ul><li>The new digital campaign highlights the newly launched ‘Cal Scan’ (calorie scan) feature in its IL TakeCare App, designed to track one’s calorie intake and recommend healthy calorie count and tips. </li><li>It is conceptualised by <keyword id="2806649" type="General" weightage="20" keywordseo="ogilvy-mumbai" source="Orion">Ogilvy Mumbai</keyword>. </li></ul>2021 saw a sea shift of people changing their lifestyles and adopting healthy life choices due to the ongoing pandemic. This has given birth to a new cohort of consumers who are proactive in staying healthy through wellness-oriented products and apps. These include demand for regular engagement regimes to monitor their physical and mental health, choosing technology-powered apps and wellness coaches in virtual or physical forms to guide them. Keeping the spirit of a healthy lifestyle alive, this <keyword id="51518" type="General" weightage="20" keywordseo="world-heart-day" source="Orion">World Heart Day</keyword>, <keyword id="6437381" type="General" weightage="20" keywordseo="ICICI-Lombard" source="Orion">ICICI Lombard</keyword> introduced a new campaign to unveil its new feature ‘Cal Scan’ on their signature health and wellness app ‘IL TakeCare’. Through this unique campaign, the company brings to life World Heart Federation’s theme for 2021, which focuses on harnessing the power of digital health to improve awareness, prevention and management of cardiovascular diseases. The campaign, containing two ad films, encapsulates the significance of eating the right amount of calories on the backdrop of a busy lifestyle characterised by faulty food habits, high-calorie intake and a sedentary lifestyle, partially aggravated by the pandemic lockdown. <div type="Youtube" id="3h7r9h9aUIM" title="ICICI Lombard | World Heart Day - 2021" thumbUrl="https://i.ytimg.com/vi/3h7r9h9aUIM/mqdefault.jpg"></div> In its bid to get the audience fit and healthy through this campaign, the first ad film opens with a scene from a typical halwai shop where a person is buying samosas. Upon packing the samosas, the shopkeeper tells the customer the calorie count instead of the price of the food items. He then goes on to suggest making the calorie count a round figure by adding two more samosas. To this, the customer declared a specific calorie count, took the samosa and walked away happily. The second ad shows a food delivery guy delivering food and affirming the accurate calorie score to the customer according to his food order. Both the ad films end with the thought that our food vendors will not be able to tell us the exact calorie count of the food consumed, hence with the IL TakeCare app’s new feature 'Calorie Scan', consumers can now get a personalised recommendation of their calorie intake and the tips to burn those extra calories. Through these films, the insurer guides the audience towards a behavioural change wherein they see the value of the food not in terms of money, but also the number of calories consumed. <div type="Youtube" id="PASv3BPIhWY" title="ICICI Lombard | World Heart Day - 2021" thumbUrl="https://i.ytimg.com/vi/PASv3BPIhWY/mqdefault.jpg"></div> Sanjeev Mantri, Executive Director at <keyword id="42456" type="General" weightage="80" keywordseo="icici" source="Orion">ICICI</keyword> Lombard General Insurance: "While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget. ICICI Lombard aims to offer not only comprehensive coverage to our consumers but also innovative solutions to them, thereby serving as a partner in the customer’s wellness journey.” The insurer launched the IL TakeCare App in accordance with their resolve to bring about a positive and long-lasting change in the way people view their health. So far, the app has benefited over 8.5 lakh customers and facilitates support on services like IL Hello doctor, online medicines delivery, buy policy, virtual doctor (for corporates) and so on. The company has always strived to provide the best offering on its health and wellness front, and with this new feature, the insurer is encouraging its customers to take charge of their health. This year, as people showcased a new consciousness towards fitness and overall wellness, ICICI Lombard addressed the severe subject of cardiovascular diseases through light-hearted films. The ad films are being promoted on the company’s social media channels. Conceptualised by Ogilvy, ICICI Lombard’s Creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms. Talha Bin Mohsin &amp; Mahesh Parab, Executive Creative Directors, Ogilvy Mumbai: “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.” Client: ICICI Lombard Agency: Ogilvy Chief Creative Officers Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak Ogilvy Mumbai Creative Team: Executive Creative Director: Talha Bin Mohsin, Mahesh Parab Group Creative Director: Vilsen Gonsalves Creative Team: Arnab Choudhury, Ajit Sahoo, Hari Rawat Account Management Executive Vice President – Harsh Bhatt Client Servicing Director – Amritesh Kumar Bakshi Account Director – Swati Agnihotri Senior Account Executive – Shreyoshee Gupta Production House: Chrome Pictures Director: Debanjolie Producer: Abhishek Notani

ICICI Lombard’s new campaign urges consumers to start tracking their calories to prevent cardiovascular diseases

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Samosas versus burgers: The Great Indian Dilemma

Katya Naidu

ICICI Lombard’s new campaign urges consumers to start tracking their calories to prevent cardiovascular diseases

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