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Hudson Canola Oil takes to interactive YouTube campaign

Drizzlin created the interactive YouTube video to introduce fun ways to cook with Dalmia Continental’s canola cooking oil

Sohini Sen | Mumbai | May 26, 2014

Hudson-Canola-Oil-TVC Click on the image to watch the Video.

Dalmia Continental's newest digital campaign aims to establish their Hudson Canola Oil as a healthy yet fun choice for today's generation. And for that purpose Drizzlin has created an interactive online campaign on YouTube.

The video series called 'Cooking with love' is touted as India's first interactive YouTube video series. It basically allows the viewer to make decisions for the protagonist on screen and take the story forward.

Himani Dalmia, General Manager & Head of Marketing, Dalmia Continental, said, “We strongly believe that Hudson Canola Oil will soon be the cooking oil of choice for young, modern, health-conscious Indians. Since 2007, we have endeavoured to interact with our target audience through every medium possible – both offline and online – to make them aware of the benefits of canola oil and the pleasure of cooking with Hudson. We have always looked for new and innovative ways to accomplish this. With this video, we hope to establish our brand in the minds of consumers through something fun, interactive and completely novel. We have no doubt that it will touch a chord with our customers.”

The video has a humorous undertone and by making it interactive the brand has managed to increase the engagement level with the audience.

The video series opens with a young boy telling the audience how he has forgotten his anniversary and now he wants their help to win her back. He decides that cooking something would be a good idea. He then gives the audience two choices – potatoes and wheat flour. This is where the interactivity part begins. If the audience chooses potatoes, the video links them to another video where the protagonist is shown making alu-mattar. If instead they choose maida, they are taken to a different recipe. In each step from here there are two choices. There are interlinked loop of 13 videos and gives the audience a chance to start all over and try a different ending.

Deepak Goel, Founder and CEO, Drizzlin Media India, said, “We are extremely happy to have been associated with India’s first ‘Cooking with Love’ interactive video. Our mandate was to creatively engage with the target audience. The video was a result of an understanding of today’s youth, who are more open to trying new ways to seek forgiveness for forgetting important life events. While making the video, each one of us could associate ourselves with the difficulty Yash Garg faces in the kitchen. This further helped us to link more possibilities. We sincerely hope the viewers would be equally ecstatic about the video.”

Ulka Athale and Gaurav Bajargyan of Drizzlin, who were involved in the making of the campaign, commented, “It is a way of celebrating the men who cook. Though there was no specific brief, we wanted to figure out a funny and creative way of showing cooking oil. We got inspired by international interactive videos and worked on the idea. This was a new and fresh idea and method to show it.”

The plan is to take this initiative forward by introducing a contest on Facebook. People can share their stories of their husbands or boyfriends cooking and win prizes.

YouTube Video:

[youtube]https://www.youtube.com/watch?v=z5a8qZvS1xA[/youtube]

Credits:

Client: Dalmia Continental

Agency: Drizzlin Media India

Account Manager: Gaurav Bajargyan

Ideation & Conceptualisation: Ulka Athale, Shivranjini Krishnamurthy, Mansi Sharma & Adhiraj Singh

Actor: Yash Garg

Production & Direction: Shreya Mahajan

Camera Work & Editing: Pranav Mahajan

Location: Gaurav Furnishers, Lajpat Nagar, New Delhi

Sohini.Sen@BestMediaInfo.com

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