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Saffola appoints Boman Irani as brand ambassador; launches new TVC

23-February-2006
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Saffola appoints Boman Irani as brand ambassador; launches new TVC

Premium edible oil and healthcare brand Saffola has appointed versatile actor Boman Irani as the brand ambassador for Saffola Salt. Irani stars in Saffola Salt’s new commercial as Albert Pinto, prone to bouts of anger. Similar to Saffola’s other commercials, the new TVC is also based on an insight from everyday life. The campaign, which will break on February 26, 2006, has been created by McCann Erickson.

Prasoon Joshi, Regional Creative Director for South and South East Asia, McCann-Erickson, said, “Choice of Boman as Albert Pinto is very appropriate, and the commercial is self explanatory. It is snappy and direct and it also resonates with everyone. Anybody in today’s stressful life would identify with the character and the ad. It has got reality. We are launching only the TVC at present, but we are discussing other means of advertisements as well.”

“With the pressures of urban living, high blood pressure is increasingly becoming a lifestyle disorder. Saffola Salt with its lower sodium content helps in managing blood pressure problems,” said R Chandraseker, Category Head, Marico Ltd.

“With his outrageously funny persona and ability to captivate audiences, there could be no one better than Boman to depict Albert Pinto of our commercial. Through him we want to communicate the message of switching to a healthier salt to manage blood pressure and resultant anger,” he further said.

With low sodium diets being recommended for a healthier lifestyle, this campaign will help Saffola Salt establish itself in the preventive BP space. Saffola Salt is priced at Rs 16 for a one kg pack and is available pan-India.

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