The cooking oil segment in the country is developing rapidly in the past few years, and being a major player in the segment, Saffola has seen many evolutions over the years to the brand. The brand has undergone a transition from being curative to preventive heartcare cooking oil, which has been reflected in their communications.
Speaking about the segment, R Chandrasekar, Category Head, Marico Ltd, said, “Consumers have evolved in the last few years and are seeking more health conscious solutions – be it food or otherwise. The edible oil segment has responded to this changing trend.”
Explaining more about the changing communication from Saffola during its transition, Chandrasekar said, “Saffola started the journey from curative to preventive heartcare a few years back. And this journey has been reflected in the communication too. Saffola’s communication has always drawn inspiration from real life insights and has encouraged audiences to adopt a healthy lifestyle.”
Saffola has also had some brand variants in the form of Saffola Gold (a blend of kardi and rice bran), Saffola Tasty (a blend of kardi and corn) and Saffola (kardi oil).
The brand has also started some region-centric marketing initiatives in Gujarat. Said Chandrasekar, “Gujarat as a state has the highest number of people suffering from cardio vascular diseases in India. It became a natural choice for the brand to initiate consumer education and awareness targeted towards the average Gujarati. Obesity as a risk factor was identified as a big concern area and hence, a natural choice for the brand to initiate consumer education and awareness targeted towards the average Gujarati.”
Over the years, Saffola had tied up with various causes. Explaining the rationale behind this, Chandrasekar said, “In its journey from curative to preventive, Saffola was one of the first brands in the country to pioneer cause-led marketing on a significant scale. Through the route of World Heart Day, Saffola launches new campaigns on educating consumers on preventive heartcare. One of the results has been a stronger equity for Saffola as a ‘good-for-heart’ brand and Saffola’s positioning as a thought leader in the industry.”