Nutrela set to win Bengali hearts with its mustard oil brand
Launch of TVC and radio Jingle to tap Bengali market; veteran actor Soumitra Chatterjee to sing a jingle for the new campaign
BestMediaInfo Bureau | Delhi | February 13, 2013
Ruchi Soya Industries is set to target the West Bengal market with an aggressive marketing campaign for their premium brand, Nutrela Kacchi Ghani Mustard Oil. The state accounts for over a third (around Rs 110 crore) of the Rs 300-crore mustard oil market in the country.
With the intent of reaching out to Bengali masses, the company is also planning to launch a 35-second TVC and a 25-second radio jingle this month. With the campaign, the company aims to create a bridge between the brand and true 'Bangaliaana', using a thoroughly Bengali concept, 'Jagai Bangaliana', which aims at evoking the authentic taste of food every time they use Nutrela Kacchi Ghani mustard oil.
The idea revolves around reviving and rejuvenating this 'Bangaliaana' and brings back the fading Bengali persona and spirit, reminding them of their roots. The campaign largely aims to reawaken authentic taste of Bengali food. It evokes the rich culture and tradition of the state and exhorting the people of Bengal to rediscover the pride of eating authentic Bengali food.
'Bangaliyana' is a tradition that has been passed on from one generation to the next in every Bengali family over the past century. It is a way of life as in the weekend 'adda', inviting friends and family to the house and discussing music, literature, politics, food, culture, history and then savouring authentic home cooked Bengali cuisine together. 'Bangaliyana' is also in celebrating togetherness and appreciation of Rabindrasangeet or Sumoner 'gaan' or Bangla 'natok' and even discussing Shakespeare, and most importantly how good the food was at the last brunch party.
Strengthening this connect further, the company has roped in veteran Bengali actor Soumitra Chatterjee to sing a jingle for the new radio campaign.
“We are sure that the campaign will rejuvenate the fading spirit of 'Bangaliyana' and the need for 'kacchi ghani' mustard oil as the predominant cooking medium. We are extremely excited about reviving 'Bangaliyana' and more so being able to make Soumitra Chaterjee partake in bringing the idea alive by singing a song for us,” said Sandipan Ghosh, Assistant Vice-President Marketing, Consumer Brands Division, RSIL.
The television and radio campaign has been conceptualized and developed by Hammer Communications in New Delhi.
The TVC and radio campaign will be simultaneously rolled out in Bengal and Assam. The 360 degree clamour marketing campaign is the company's first campaign centred around the three-year-old mustard oil brand. Bihar and Jharkhand are next in the company's radar.
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