Top Story

e4m_logo.png

Home >> Advertising >> Article

No 'milavat' in politics or mustard oil, says Fortune Mustard Oil's new ad by O&M

11-February-2017
Font Size   16
No 'milavat' in politics or mustard oil, says Fortune Mustard Oil's new ad by O&M

Fortune Kachi Ghani Mustard Oil has launched its new campaign this month. Fortune Kachi Ghani Mustard oil being a ‘100% pure’ mustard oil decided to take the moral high ground. With the elections just around the corner, the film is centred on a topical issue – the funding for a political party. The premise is that ‘milavat’ or adulteration in oil can be bad for health just like corruption in a political party.

The film opens with a group of party members having lunch. While a member is suggesting accepting funds without caring about election agenda, the party leader makes it clear that she doesn’t support corruption. She does this by using her food cooked in Fortune Kachi Ghani Mustard Oil, a 100% pure mustard oil, as an analogy to drive her point across. She also adds that funding should also be devoid of any ‘milavat’ with the party’s agenda. The film signs off with the message that those who oppose ‘milavat’ use Fortune Kachi Ghani Mustard oil, which is 100% pure and thus, good in taste and even better for health.

https://we.tl/kUyl2DdM5Y

Conceived and executed by Ogilvy & Mather, this film hopes to ensure that consumers realise the issue of adulteration in mustard oils and think twice before making a purchase of the same.

Fortune Kachi Ghani Mustard Oil has been the leader among mustard oil brands in Delhi and North India. But, with new brands coming in, there was a need for a fresh round of communication on Fortune Kachi Ghani Mustard Oil to keep up its leadership position.

Many mustard oil brands in the market are adulterated and not 100% pure as claimed. Fortune Kachi Ghani Mustard oil faces stiff competition from brands who not only offer adulterated mustard oils, but also sell them at lower prices.

CREDITS:

Agency: Ogilvy & Mather, Bangalore

Executive Creative Directors: Azazul Haque, Mahesh Gharat

SVP & Head of Advertising: Tithi Ghosh

SVP, Planning: Sreenesh Bhat

Creative Team: Mukesh Kumar, Deepak Thammaiah

Strategy & Planning: Shreyaa Ranjan

Account Management: Sandra Patrao, Abhay Menon

Agency producer: Rajib Baruah

Client: Adani Wilmar Ltd.

Brand: Fortune Premium Kachi Ghani Mustard Oil

Chief Operative Officer: Angshu Mallick, Adani Wilmar Ltd

Adani Wilmar’s Marketing Team: Kaushal Desai, Prashant Pandey, Swetank Mohanty

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular