Home is as good as a restaurant – with Sweekar

After six years of no advertising, Sweekar is back with two TVCs made by JWT highlighting the benefits of the edible oil

Ananya Saha | Delhi | June 6, 2012

It might have given other edible oil brands a healthy space in the market by not advertising for six years, but after having been acquired by Cargill, Sweekar is back to advertising its goodness. In two campaigns devised by JWT, the sunflower oil brand is strongly talking about how it can make your home-cooked food as tasty as that in restaurants.

In the first advertisement, celebrated chef Sanjeev Kapoor talks about the goodness of the oil while preparing and dishing out food. He also says that each Sweekar pack contains his secret recipe. In the second ad, we see how the female boss ends up eating the lunch (cooked, of course, in Sweekar oil) of a subordinate as they head out for a meeting in a car.

Aseem Soni, Director - Consumer Sales, Cargill India, said, “The agency was briefed to establish Sweekar's brand positioning of 'Ghar ka Restaurant' added with the health benefits of unique HOSUN (high oleic sunflower oil) and Chef Kapoor's cooking tips and recipes.”

Given that Sweekar has been out of sight and out of mind for a long time as there has been very little or no communication in the recent past, Subroto Pradhan, Vice-President, Client Servicing, JWT, said, “The objective was to get Sweekar in the consideration set and to set a clear-cut positioning for the brand. The added benefits of the brand were HOSUN blend, and Kapoor's secret recipes act as strong supports and reasons to believe for the consumer.”

Targeted at the upper middle class housewife, the campaign focuses on strong presence on television media for the next few months, apart from digital media to actively engage consumers.

Sharing the communication strategy, Pradhan said, “The thought was to convey the message in a simple, relatable yet interesting manner. It keys into every housewife's aspiration: to cook restaurant-like food in her kitchen. Therefore, this thought was carried across mass media through press, outdoor and the TVCs. In fact, we chose to create two separate TVCs to convey the rational and emotional proposition.”

The thematic TVCs aim to establish the positioning of Sweekar as the 'Ghar ka Restaurant'. “It's a new positioning and “we felt that it deserved its own platform. At the same time, the oil has excellent scientific credentials and we wanted to communicate that separately in an appropriate manner,” explained Pradhan.

For now, no more ads have been lined up as the 45-second and 30-second TVCs work towards meeting Sweekar's current objective.

The TVC:

Credits:
Agency: JWT
Creative Director: Sundeep Sehgal
Writer: Siddharth
Client Servicing: Subroto Pradhan, Topsy Ahluwalia, Brijesh Kashab
Director: Hiren Bhayani
Producer: Ashit Ghelani
Executive Producer: Surashmi Basu
DOP: Sejal Shah
Music Director: Jolly Jose
Editor: Nishant
Post-production Studio: After Studios

Ananya@BestMediaInfo.com

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