Emami Group, with a flagship presence in the FMCG business through a strong focus on personal healthcare and beauty products, has now forayed into the food and beverage (F&B) business with the launch of its edible oil brand, ‘Healthy and Tasty’. This is the first such F&B foray in the Group’s 36-year old history.
Taking the launch forward, the Group is ready with its mass media campaign, which will go on air in the coming fortnight. JWT, O&M and On Ads have worked on the creatives of the brand, while the ad film has been directed and conceived by Prahlad Kakkar and Adi Pocha, respectively. The Group has also roped in MS Dhoni and Preity Zinta for the brand communication.
Confirming the agencies on board and elaborating on the brief given to them for the campaign, Aditya Vardhan Agarwal, Director, Emami Group of Companies, said, “Emami, with this new entrant ‘Healthy and Tasty’, has endeavoured to break stereotypes related to oil consumption. Through the TVC, it wanted to reflect that this oil is not only about taste, but also good health. In order to pass on the message correctly, the agency was asked to select the celebrities who are icons in terms of good health and fitness and crate a campaign keeping the essence of health and taste intact.”
The campaign will be supported by various promotional activities such as mobile kitchens and cookery workshops. It will also have aggressive BTL activities.
Agarwal added that Emami as a group had further plans to produce many more items for a deeper penetration in the Indian kitchen.
On the intent to create a buzz in terms of communication around the new launch, Agarwal said that Emami believed that the product would be a game-changer like its other power brands – Boroplus, Navaratna and Fair & Handsome. He added, “We have already roped in popular faces as brand ambassadors and the TVC will be on air shortly. Simultaneously, we are also planning to have concepts like mobile kitchens on the streets and cookery workshops in housing complexes and ladies clubs to reach out to the consumers. Our sales teams are moving in different markets dressed like chefs, that is, branded chef caps and aprons.”
On roping Dhoni and Zinta as the faces of the brand and the brand fit, Agarwal explained, “Emami for the last 36 years has been associated with celebrities. All its power brands have been able to connect to the masses well because of the celebrity faces. In this case too, MS Dhoni and Preity Zinta are not only youth icons, but represent two sport teams. This will definitely enhance the fitness quotient of the brand.”
For the record, JWT, Mudra, Situations, O&M, and On Ads are on the roster of agencies for the Emami Group.