The campaign will target Indian mothers who build relationships with their kids via food by creating a new website
BestMediaInfo Bureau | Delhi | January 6, 2012
Following the success of BC Web Wise’s Facebook campaign for Fortune Plus Low Absorption Oil, the agency has now bagged the entire digital account for Fortune Cooking Oil. The campaign will target Indian mothers who build relationships with their kids via food. Another facet of the campaign is a tie-up with food channel Zee Khana Khazana to feature domestic chefs on TV.
Said Angshu Mallick, COO, Fortune Cooking Oil, “We understand that in today’s world, the Internet as a medium has gained popularity amongst young and working class consumers, and to capture this young and vibrant clientele, it is necessary to give digital initiatives their due importance. The web is the fastest growing media, and no marketer can afford to miss it.”
"We are very excited to take our association with the Adani Wilmar Group to the next level. As partners for their digital initiatives, we are confident of addressing their goals of establishing Fortune Cooking Oil as the catalyst for a happy, healthy family, with the mother as the centre of the family unit. Our campaigns will target mothers and their children, who bond over a delicious home cooked meal. As a mother who takes immense pride in cooking for my son, I am particularly close to this campaign,” commented Chhaya Balachandran Aiyer, Founder and MD, BC Web Wise.
The foundation of the campaign is a fresh, new website targeting mothers (www.fortunecookingoil.com). The primary focus of the site is to get mothers and children to visit the site and submit their signature recipes. This activity is also driven by a strong Facebook presence and a widespread media campaign.