KS Oils, a leading integrated edible oil company, has come up with two new TVCs to generate pan-India brand awareness for two of its mustard oil brands – Double Sher and Kalash. Conceptualised by Everest Brand Solutions, the campaign straddles across TV, radio, OOH and cinema advertising. The TVCs broke on major general entertainment channels on August 2.
Sunil Alagh, Marketing Advisor, KS Oils, said, “KS Oils has a 7 per cent market share in the mustard oil industry and nearly 35-40 per cent of the packed mustard oil market in the North East and East. We have launched this comprehensive multi-media campaign to increase the share in the pie.”
Alagh further said, “Kalash being a premium offering from KS Oils is positioned on the purity plank. The TVC for Kalash is a montage of women from across the country, who detect the purity of the oil by sniffing it. Double Sher, on the other hand, is positioned as an option for people who believe in themselves and work hard to become successful.”
Commenting on the TVCs, Naveen Saraswat, COO, Everest Brand Solutions, said, “The buyer is the lady of the house, who has a particular way of checking the purity of mustard oil – by rubbing it on her hand and sniffing it. A sharp, pungent smell denotes purity and high quality of mustard oil. Hence, the tag line ‘Soongho aur Samjho’. On the other hand, the Double Sher TVC is a music video about the successful journey of Emon Chatterjee and Amit Paul from their early practice sessions to becoming ‘Indian Idol 3’ finalists. The TVC shows how their mothers have been cooking their food in Double Sher mustard oil.”
“KS Oils is focusing on distribution, making the packaging more contemporary and introducing a range of pack sizes to suit all consumers’ needs. This strategy will give consumers a choice of buying branded mustard oil,” Alagh added.