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O&M's Fortune Oil ad: Set to sweep awards?

04-July-2014
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O&M's Fortune Oil ad: Set to sweep awards?

Taking forward Fortune Oil’s ‘Joy of home-cooked food’ positioning, this Ogilvy & Mather commercial is doing rounds on social networking sites as “one commercial that’s bound to sweep all the awards”. Fortune Oils has launched its latest advertising campaign which communicates the message through an endearing grandmother’s tale.

The video, which has already gone viral online, before being released, is set to go on air this week. Conceived and executed by Piyush Pandey, the ad film is aiming to capture the minds and hearts of consumers.

So is it as good as it’s being pitched to be? Let’s find out.

This four-minute video builds up a story that doesn’t reveal the product until the end. When you see it, you know that there couldn’t have been a simpler connect. The commercial is already tugging at the viewers’ heartstrings, mostly because the love of home-cooked food is so relatable for most people living away from home. Little details, like the grandmother's 'innovative' ways to convince the nurse, and the nurse's consequent exasperation, are what make the film endearing and relatable.

The story called "Ghar ka khana" features a grandmother who insists on feeding her bedridden grandson two spoons of home cooked dal, but the nurse doesn’t allow her to. This continues for days. The grandmother climbs up stairs with the support of a walking stick and a box of dal in one hand, but always goes back home dejected. Until one day when the nurse agrees. Surprised and teary-eyed, the old lady fumbles with the lunch box and starts feeding the grandson who after first few spoons takes the lunch box to guzzle down the dal himself. Content, the grandmother kisses him. The end slate for Fortune Oil comes in, bearing the slogan "Ghar ka khaana, ghar ka khaana hota hai".

When asked if the ad has the potential to win awards this year, Nima Namchu, Chief Creative Officer, Cheil India, said, “It’s probably a winner in Direction, Craft and Art Direction at Goafest 2015, if they decide to enter it.”

“However, going by its length, I am assuming this is going to air once on TV and then continue on digital media. While it is quite engaging and relatable, in my opinion, it’s a one-time-view story unlike the Tata Sky Jail Break which could be enjoyed over multiple viewings,” Namchu pointed out.

Weather it “sweeps all awards” or not is yet to be seen. But, the makers are pretty bullish on its prospects.

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, feels it is one of the finest pieces of work that that he has written.  “It has to be a very brave client with a very big heart to make a commercial of this kind.  I salute the entire marketing team at Fortune for making this happen.  I am also hugely grateful to Vivek Kakkad, and my own partner Sukesh Nayak, for bringing this story alive.  Enjoy, and have some home cooked food,” he said.

Manish Iyer, AGM (Marketing & Strategy), Adani Wilmar says, “We are promoting home-cooked food at a time where people have forgotten the goodness of it. With this ad we plan to reignite the essence of ‘Ghar Ka Khana’ in all Indian homes and bring back the magic of a home cooked meal.”

Formed in 1999, Adani Wilmar is a joint venture between two global corporations: Adani Group, and Singapore’s Wilmar International. The JV’s Fortune Cooking Oil flagship brand has a market share of about 45 per cent. Its brand portfolio includes Fortune Plus Soya Health, Sunlite, Cottonlite, Fortune Rice Bran Health, Fortune Soya Health, Fortune Premium Kachi Ghani, filtered mustard oil, filtered groundnut oil, Fortune Goldnut and Fortune Coconut Pure.

You can watch the ads here
 

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