The Womb puts together new campaign for Sunny Oil

The 3-spot campaign focuses on difficult situations faced by women at home

e4m by exchange4media Staff
Updated: Aug 27, 2019 4:40 PM
Oil

The Womb’s latest campaign for Sunny Oil focuses on difficult situations faced by women at home.

In their 3 spot campaign, the first spot brings alive a situation in which a mother finds out that her teenage son is watching porn on her cellphone. Another spot showcases a woman who’s going through a pregnancy complication – and she has to make a choice if she should keep the baby or not. The third spot focuses on building the product’s immunity credentials.

Along with TV and Cinema, other media including retail, digital and social will amplify the brand’s new point-of-view.

Commenting on the new campaign, Prashant Sarwade, Head of Marketing, Frigorifico Allana Pvt Ltd., said: “Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki brings in a fresh perspective and attempts to break the stereotypical “smile karti hai, khana pakati hai” imagery of the women. It is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.”


Kawal Shoor, Founding Partner, The Womb, says: “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’ to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonize her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly with ‘Life Aapki, Recipe Aapki’.”

Suyash Khabya, Creative Lead, The Womb, added, “Instagramable food shots, ingredient product benefits or gyan to women. That’s how brands are advertising to women today. Here we are neither judging them nor are we showing them in fancy cooking setup or in slow motion oil pouring shots. The Life Aapki, Recipe Aapki campaign is a radical, fresh take.”

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