Though this might not settle well with feminists, but Adani Wilmar Ltd has taken the peg that for most Indian women their husbands are the ‘king of the household’ for their new range of refined oils under the brand name King’s. A TVC promoting this message has gone on air from May 28, 2009 on all major GECs. Triton Communications has conceptualised this TVC. Renton D’Sousa is the Creative Director, while Atul Prohit and Ashish Varma are the copy writers. Illusion Films is the production house, while the TVC has been directed by Anirudha Sen.
Angshu Mallick, AVP - Sales & Marketing, Adani Wilmar Ltd, said, “King’s range of refined oils is positioned in the popular segment, which contributes the maximum volumes in the refined oil category. The aim of this brand is to reduce the price pressure on the flagship brand Fortune and garner huge volumes in the popular category. King’s Refined Oils will play a very important role in the multi-brand portfolio strategy of Adani Wilmar Ltd.”
Commenting on the communication front, Mallick said, “In a market so cluttered, a brand requires to have a relevant differentiator in order to appeal to the consumer. Triton Communications, our communication partner for very long, has done a brilliant job on this new campaign by relating the brand name to a strong consumer insight.”
This brand is targeted at women belonging to SEC B, residing in semi-urban and urban India and in the 21-35+ age-group. She is not very modern and outgoing. All her efforts are focused towards keeping her husband healthy, which she believes will in-turn give her a better life.
The film shows a man hurriedly running up the stairs to his house as he is late again and finds that his wife has left home. Although on entering his house he finds his dinner well cooked and kept for him with appropriate chits to lead him to it, thereby portraying a wife’s care for her husband even when she is upset with him. His wife knows his habits and what exactly he will do next. Predictably, he heads to the fridge. As he is about to open it, he finds a Post- it message on the fridge, wherein she tells him that she has taken the movie tickets and that he better reach for it on time. This is when the viewers realise the reason for her anger. He is then shown hurrying up to the cinema hall seat where his wife is shown seated with their daughter. The couple finally makes up and the wife presents a tiffin full of delicious looking jalebis as a dessert to her husband and daughter. They’re shown relishing the jalebis when the wife tells the viewers that her husband is the most important to her and that is why she chose King’s Refined Oil with the goodness of Omega 3, 6 and 9 for the health and happiness of her ‘King’. The film ends with the baseline – ‘Mere King Ke Liye’.
Pankaj Arora, Executive Director, Triton Communications, explained, “Though times are changing, to the large mass of Indian women, the husband is still the most important aspect of their lives. While the relationship is more equal now, the TVC captures the little nuances of everyday life in an endearing manner, presenting a brand that offers great taste and nutrition that comes from the presence of Omega 3, 6, and 9 in the oils.”
Renton D’sousa, National Creative Director, Triton Communications, added, “Every Indian woman treats her husband as a King in her own way. More so, for the woman in the group that the brand targets, her husband is very important to her and is the center of the family. It is a very strong sentiment, which we’ve tried to marry with brand name and identity.”
Mallick added, “The Raag Gold commercial was also created by Triton, which was aired for a month and has been successful in creating a buzz in the category and increasing our sales by four-fold.”