Leonardo Olive Oil to pump in Rs 60 cr for marketing
Dalmia Continental is aggressively promoting its flagship brand Leonardo Olive Oil and has roped in Euro RSCG to design communication for a path-breaking launch campaign.
Dalmia Continental Pvt Ltd (DCPL), owners of Leonardo Olive Oil, has announced a brand new campaign to be kicked off this festive season for its flagship product. DCPL plans to spend a total of Rs 60 crore towards its marketing initiatives over five years from 2011-12 to 2015-16. To this end, the company has signed Euro RSCG to design communication for a path-breaking launch campaign. Euro RSCG won the account on the back of a multi-agency pitch.
On rewarding the account to Euro RSCG, VN Dalmia, Chairman, Dalmia Continental, said, “The country’s top agencies pitched for this campaign. We found the creative ideas presented by Euro RSCG to be fresh, powerful and in line with our overall strategy for Leonardo.”
The creative campaign designed by Euro RSCG is pegged on the slogan ‘Join the Change. Go Indiano’. It is conceived as a movement, an advancement, a change. The word ‘Indiano’, which means ‘Indian’ in the Italian language, stands for an entire lifestyle of eating healthy and living well, the way the Italians do, but in an Indian context.
“Our intention was to bring forth the best this brand offers – the best olive oil from Italy and the trust of quality from the Indian house of Dalmias,’ said Sheel Saket, Vice President of Euro RSCG India. ‘The idea ties these together through the semblance of cultural similarities between India and Italy. Whether it is our love for food and get-togethers or the importance given to family or the rash driving in a hurry to get nowhere or the laidback attitude to life, we are alike in many ways and love the same things. Leonardo Olive Oil stands for this spirit of life. In our campaign, we will showcase the similarities between Italy in India. For example, our launch print ad shows iconic monuments of the two countries – the Taj Mahal, the leaning tower of Pisa, the Colosseum – as a backdrop to the Leonardo bottle. The focus of our communication is to break the myths around the product and highlight the degree of goodness vis-a-vis regular edible oil. Using this oil is a wholesome experience beyond just being best in taste and best for health. Then why should only the richer few have it? We want to spread the goodness to the masses.”
‘Our communication for Leonardo Olive Oil has always had two clear aims: one, that olive oil is the healthiest edible oil; and two, that it should be used in everyday cooking,’ said Dalmia. ‘In this campaign as well, we are focusing on everyday Indian cooking. We are promoting olive pomace oil, the perfect grade for Indian cooking due to its neutral flavour, high smoking point and lower price.’
The ‘Go Indiano’ campaign will be spread across multiple mediums. From national newspapers and magazines, regional newspapers, television and radio to social media, outdoors, and in-store, Dalmia Continental aims to maximize the touch points for its brand with the consumer.
The olive oil industry in India is growing rapidly. According to data published by the Indian Olive Association, total exports from Italy and Spain in 2010 to India were 3988 MT in 2010 versus 2617 MT in 2009, representing a growth of 52%, with similar aggressive growth trends predicted for the coming years. Leonardo Olive Oil is growing even faster, clocking 120% growth from 2009-10 to 2010-11 and projecting 170% growth this year over last year.
The flagship company of VN Dalmia, son of pioneer industrialist Ramkrishna Dalmia, founder of the Dalmia-Jain Group, DCPL launched Leonardo Olive Oil in 2003 and has, since then, grown at 120% a year compounded annual growth. Today, Leonardo is the leading brand in its product segment and a pioneer in establishing the popularity, image and use of olive oil in India. DCPL launched Leonardo Olive Oil with a view to develop the olive oil industry in India by promoting the use of olive oil for Indian cuisine as well as by making it increasingly affordable and by educating the consumer about olive oil. As the owners of a brand and not simply importers, DCPL invests, educates, promotes, distributes and sells. DCPL also pioneered product segmentation in the olive oil market and undertook to educate its consumers about the different varieties and usages of olive oil.
DCPL is a prominent company of the Dalmia family. The Dalmia Group of companies came into existence in the early 1930s as the Dalmia-Jain Group. Founded by the late Ramkrishna Dalmia, the group’s activities included banks and insurance, newspapers and publishing, aviation and railways, electric supply, collieries, a motor car company, biscuits, cement, chemicals, distilleries, dairy products, jute, paper, plywood, paints, refractories, sugar, textiles and others. Today, the Dalmia family and its relatives have interests, among others, in publishing, explosives, cement, magnesite, consumer electronics, sugar, olive oil, leisure resorts and hotels, refractories, castings, cigarettes, soda ash, textiles and services such as advertising, travel management, television programming, software development and finance. The total turnover of these companies exceeds US $ 5 billion.
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