Top Story

e4m_logo.png

Home >> Advertising >> Article

Dr. Oetker allots Rs 18 crore for advertising its brands over the next nine months

21-December-2015
Font Size   16
Share
Dr. Oetker allots Rs 18 crore for advertising its brands over the next nine months

The German packaged food company Dr. Oetker India has rolled out its new ad campaign titled ‘Food Mein Daalo Magic’ in an attempt to accomplish its turnover target of Rs 500 crore by 2020. With actress Sonali Bendre as its brand ambassador, the campaign which is conceptualized by ScareCrow Communication, rekindles the brand’s philosophy of adding ‘fun and taste’ with its three variants of mayonnaise: vegetarian, tandoori and burger. 

The new ad campaign highlights how Dr. Oetker’s products combine ‘good taste’ and ‘convenience’ to expand the culinary scope of otherwise routine food. The company has allotted a budget of Rs 18 crore for advertising its brands over the next nine months.

Speaking about the new campaign, Oliver Mirza, Director and CEO, Dr. Oetker India Pvt Ltd, said, “With this new campaign, we intend to build an emotional connect with the consumer and educate them about mayonnaise, our western sauces and spread. Today we have six million consumers across 250 cities we want to target 80 million using our ad campaigns. Over the next five years we will be making constant investments into advertisement to build the brand and market.”

Mirza further added, "The company which has a huge portfolio of mayonnaise, Italian sauces, sandwich spreads, salad dressings and peanut butter, sees huge potential to grow the mayonnaise category, which has the biggest business share (70 per cent), besides pizza and pasta sauces. “The objective is to show mayonnaise as an ingredient in food making whether it’s sandwich, burger, salad or wrap. It’s a solution to create salad dressings and sandwich spread rather than just dip.”

On brand positioning, Mirza adds, “As a brand we have a solution for every modern woman to create Western food that’s fun to eat and enables her to create lip-smacking dishes. For India the product should remain local to the taste, culture with right packaging. In the end India wants to be a part of global world like everybody else.”

Mirza believes they have an edge over their competitors like Cremica, Sil and imported brands like Kraft and American Garden with their attractive price point of Rs 79 for 275 gm. Recently it launched smaller packs for its eggless vegetarian mayonnaise at ?35 for 100 gm, tandoor mayonnaise and Leonardo Olive Oil mayonnaise.

Apart from advertisement, the company’s much-anticipated Rs 200 crore facility with a capacity of 25,000 tonne in Rajasthan will be functional in three months and help them reach the target. For 2016 Dr. Oetkar is looking to add Rs 25 crore in retail. 

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.