Fortune mustard oil's new campaign takes on corruption
With elections just around the corner, the campaign conceptualised by Ogilvy & Mather, Bangalore, says there shouldn't be adulteration in politics just like the pureness of the oil
BestMediaInfo Bureau | Mumbai | February 9, 2017
Although India is the biggest democracy in the world and elections are a big battlefield, not many brands and marketers are really riding on the election wave. But with polls just around the corner, Fortune mustard oil has taken on the touchy subject of corruption with its new campaign.
Conceptualised by Ogilvy & Mather, Bangalore, the campaign throws light on illegal party funding by using the analogy of the '100 per cent pure' Fortune mustard oil and stars Swara Bhaskar as the party leader and Vipin Sharma as the fraudulent party member.
The ad film opens with a group of party members having lunch. While a member suggests 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 per cent pure mustard oil, as an analogy to drive her point across. She also adds that funding should also be devoid of any 'milavat' to ensure the health of the party.
Commenting on the thought behind the campaign, Azazul Haque, Executive Creative Director, Ogilvy & Mather, Bangalore, said, "Primarily this campaign was targeted at the northern part of India because consumption of mustard oil is high in states like UP, Punjab, Delhi, Haryana and most of these places are very politically charged. In these states, the local citizens take a lot of interest in politics. A lot of these states will also go into polling and we thought the backdrop of elections will be very topical and will ring true to this concept of adulteration. The fact that there shouldn't be adulteration in politics like there shouldn't be in oil, we thought will be talked about and will be something that people will take notice of."
Speaking on why a lot of brands have not milked elections to gain traction, Haque said, "The communication TG is always the women of the family because she is the one taking household decisions. In India we have a perception that women aren't as interested in politics as a man is and being a woman is all about being emotional, loving your family and taking care of their health. That was another reason we went ahead with this campaign because we thought that this kind of communication will also make the brand look progressive. So as you can see the protagonist is a woman and she is the leader of the party and although it wasn't very apparent it had cues of a progressive brand."
The TVC:
Credits:
Client: Adani Wilmar Ltd
Brand: Fortune Premium Kachi Ghani Mustard Oil
Agency: Ogilvy & Mather, Bangalore
Chief Operative Officer: Angshu Mallick, Adani Wilmar Ltd
Executive Creative Directors: Azazul Haque, Mahesh Gharat
SVP and Head of Advertising: Tithi Ghosh
SVP, Planning: Sreenesh Bhat
Creative Team: Mukesh Kumar, Deepak Thammaiah
Strategy and Planning: Shreyaa Ranjan
Account Management: Sandra Patrao, Abhay Menon
Agency producer: Rajib Baruah
Adani Wilmar's Marketing Team: Kaushal Desai, Prashant Pandey, Swetank Mohanty