Top Story


Home >> Marketing >> Article

Marico launches sub-brand Saffola Aura; enters 600+ cr super premium edible oils category

Font Size   16
Marico launches sub-brand Saffola Aura; enters 600+ cr super premium edible oils category

Marico has announced the launch of Saffola Aura, a new sub-brand under its marquee brand,Saffola.Saffola Aura marks the entry of Marico in the 600+ croresuper premium edible oils category. Growing at close to 25 per cent, the category presents a sizeable and attractive business opportunity that Saffola does not currently play in.

Taking cognizance of the growing need for healthy options among health-conscious consumers and the lack of a clear market leader, Marico has launched Saffola Aura, which is a blend of 80per cent Olive Oil and 20per cent Flaxseed Oil. Marico is driving product differentiation by blending in another oil to make olive oil even better. Saffola Aura claims to be different from any other olive oil since it combines the benefits of Omega 3 from Flaxseed Oil along with the antioxidants of Olive Oil in single oil. Saffola Aura is available in two variants: Extra Virgin for salads and dips, and Refined for everyday cooking.

AnuradhaAggarwal, Chief Marketing Officer at Marico, said, “Saffola Aura is a new and distinct oil with a unique blend of olive oil and flaxseed oil that offers the increasingly health-conscious consumers the combined benefits of Omega 3 and anti-oxidants. Saffola, Marico’s marquee brand that is synonymous with heart health, aims at expanding relevance with a distinct consumer group, while also building expertise and premiumness through Saffola Aura.”

The brand will launch a 360-degree communication campaign through TV, print, and digital media focusing on driving awareness among their target audience.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

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

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO