FunFoods new ad campaign with Sonali Bendre and Amyra Dastur for zero fat dressings

The new campaign is an extension of FunFoods’ ‘Food Mein Dalo Magic’ campaign that encourages consumers to enjoy delicious food guilt-free

e4m by exchange4media Staff
Updated: Jul 28, 2018 9:54 AM

FunFoods by Dr. Oetker launched a marketing campaign for its new range of Zer0Fat Dressings with brand ambassador, actor Sonali Bendre and upcoming actor Amyra Dastur. The 360-degree campaign will introduce viewers to the new range and inform them about the various usages through Digital, print, OOH, point-of-sale and TV.

The film opens with Bendre who is shown creating delicious dishes using FunFoods Zer0Fat Dressing. As soon as she pours the dressing, these dishes rise and float in the air, highlighting the lightness of the product. Dastur walks in at this time, returning from her workout session at the gym. She greets Bendre “Hi Bhabhi” and instantly her attention shifts to the delicious looking dishes, which are kept on the table. She exclaims, “Ooh!” as she picks up the dressing and says “Wow, Fat Mein Zero”. Bendre then completes Dastur’s sentence with “Aur Taste Mein Hero” while making Dastur taste a spoonful of the salad that has she prepared. TVC ends with the range shot of ten Zer0Fat Dressings floating in the air.

The new range of Zer0Fat Dressings was launched earlier this month through an influencer campaign on social media where Bollywood divas and celebrity chefs shared their first interaction with the product. The campaign has already reached over 7 million viewers.

Commenting on the marketing campaign, Oliver Mirza, Managing Director & CEO, Dr. Oetker India said, “As a leader in Western Sauces & Spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. The new range of dressings delivers exactly that with an added benefit of being Zer0Fat. We are excited to launch a marketing campaign to grow the dressings’ category, which motivates consumers to enjoy delicious food, guilt-free. We are confident that the campaign will attract new users into the category and become a catalyst to realise FunFoods’ vision of INR 500 crore by 2020.”

The new product range and the campaign have been conceptualized based on an in-depth consumer research, keeping in mind the key barriers such as high fat and calorie content, limited use in salads and affordability. The campaign suitably addresses these concerns, by highlighting key product attributes of Zer0Fat, low on calories and value for money. The omission of the word ‘salad’ from ‘dressings’ is deliberate, with an intent to showcase versatility of the product and to convey to the consumers that the product is not just for salads.

Commenting on the launch, Devarshy R. Ganguly, Vice President- Marketing, Dr. Oetker India said, “We are excited to launch a 360 degree marketing campaign which attempts to connect and engage with consumers across multiple touch points like digital, TV, print, OOH and point-of-sale. The campaign is led by a new TV spot that attempts to hook consumers by showcasing lightness and taste through a playful story between Sonali and her on screen sis-in-law Amyra. We believe that the campaign works hard to recruit new consumers to the category as it has been designed to bust consumer barriers and establish the key product attribute - Zer0Fat.”

The new campaign is an extension of FunFoods’ ‘Food Mein Dalo Magic’ campaign, which encourages consumers to make everyday food magical. Speaking on the concept of the TVC, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi said, “As consumers are constantly evolving and looking for culinary adventures, it becomes important for brands to engage with them and offer innovative ways to enjoy delicious food. With this insight, FunFoods by Dr. Oetker has come up with a fantastic new range of Zer0Fat Dressings and we are happy work with them in creating a new brand campaign. We have taken key successful elements from our earlier campaigns for mayonnaise and extended it to this new campaign. It is high on appetite appeal, chemistry and also has a memorable visual idea which invites consumers to pick up the product from shelves and inspires them to add magic to everyday food.”

TVC Credits:
Agency: Scarecrow M&C Saatchi
Director: Pinaki Bose
Production House: Light Bulb Motion Pictures
Executive Producer: Pagarav Patel
Marketing Producer: Binal Valand
Production House: Light Bulb Motion Pictures

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