Purple Spinach Launches Campaign For Cocoraj

Creates a new TVC with brand ambassador Krushnaa Patil, the youngest Indian woman to climb Mt. Everest.

Hitesh Ranot | Delhi | January 25, 2011

Cocoraj has launched its new campaign for its coconut oil brand. The campaign focuses to re-establish and revitalize the Cocoraj brand promise of 'Trust', born out of the product quality and purity. A television commercial has been launched this month to reinstate this unique attribute. Created by Purple Spinach Communications, Mumbai, the TVC manages to break the clutter in the category to a large extent.

Conceived and scripted by the Purple Spinach team, the TVC has been produced by Anand Wagle of Full Circle Films.

Speaking on the campaign, Sandy Pinto, Founder, Purple Communications said, “The brief was to create communication that was a clutter breaker in the category and dwelled on the proposition that the brand holds, that of trust and purity.”

On being asked about the target audience that the brand was reaching out to, Aarif Tharadra of Raj Oil Mills Ltd, which owns the Cocoraj brand, said, “We are talking to a mother in this new emerging India, who is very discerning and understands the value of money. We have a 360 degree approach to addressing our TG.”

He further said, “The challenge was to establish the product promise of trust and purity, and at the same time be completely different in the category. Purple Spinach as our partner has done a commendable job by using Krushnaa Patil. At a time when India is seeing this 'new heroes' story across different fields, both strategically and creatively, the TVC establishes the 'Naye India ka naya vishwas' thought.”

Pinto added here, “Talking to a new India requires credibility, and by using Krushnaa Patil, we are associating with this new age Indian woman. This is the consumer, who understands that products and brands can't look pretty and woo them without having real substance.”

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