Home >> Account-Movement >> Article

Purple Spinach Communications bags creative duties of Cocoraj Coconut Oil

20-January-2011
Font Size   16
Purple Spinach Communications bags creative duties of Cocoraj Coconut Oil

Purple Spinach Communications has beaten some prominent agencies in a closely contested pitch to be assigned the creative duties of Cocoraj Coconut Oil and has come up with a TVC campaign for the brand. This is the first time that Cocoraj has got a creative agency on board. Earlier, the creatives were being handled by its in-house team.

Aarif Tharadra of Raj Oil Mills Ltd, who owns the Cocoraj brand, said, “Purple Spinach Communications was the closest to understanding our business and the brand. Their approach to our category, which is a cluttered one, was fresh and unique. Also, the strategy behind the communication was in sync with our long term approach.”

The newly-appointed agency was in contention with four other creative agencies vying for the business. Sandy Pinto, Founder, Purple Communications, informed, “The brief was to create communication that was a clutter breaker in the category and dwelled on the proposition that the brand holds, that of trust and purity.”

To begin with, the agency has launched a TVC campaign for Cocoraj Coconut Oil. Launched earlier in January 2011, the campaign focuses on re-establishing and revitalising the Cocoraj brand promise of ‘Trust’, born out of the product quality and purity. On being asked about the target audience that the brand was reaching out to, Tharadra shared, “We are talking to a mother in this new emerging India, who is very discerning and understands the value of money. We have a 360 degree approach to addressing our TG.”

He further said, “The challenge was to establish the product promise of trust and purity, and at the same time be completely different in the category. Purple Spinach as our partner has done a commendable job by using Krushnaa Patil. At a time when India is seeing this ‘new heroes’ story across different fields, both strategically and creatively, the TVC establishes the ‘Naye India ka naya vishwas’ thought.”
Pinto added here, “Talking to a new India requires credibility, and by using Krushnaa Patil, we are associating with this new age Indian woman. This is the consumer, who understands that products and brands can’t look pretty and woo them without having real substance.”

Conceived and scripted by the Purple Spinach team, the TVC has been produced by Anand Wagle of Full Circle Films.

Purple Spinach Communications is the venture of Sandy Pinto, who had earlier worked with Ignitee Digital Solutions as Senior Vice President. In July 2010, Pinto quit Ignitee and decided to turn entrepreneur with Purple Spinach Communications. The agency currently handles some marketing led initiatives of ICICI Prudential Life Insurance, has worked on the brand identity and communication for Chanakya Institute of Public Leadership and Idyllic Software, communication for IPCA Pharmaceuticals, and online creative services for Reliance Mutual Fund, to name a few.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

Facebook-owned Instagram introduces IGTV, a new app to upload long-form vertical videos, intensifies competition with YouTube.

Piyush and Prasoon Pandey will be the first Asians and first from WPP to be deemed with this honour tonight at the Cannes Lions Festival of Creativity