Sunny Oil’s campaign conceptualised by The Womb focuses on addressing tough situations faced by women at home which most often are pushed under the rug.
Women play a very critical role as ‘equals’ in modern households. And as ‘equals’ there are times when women have to take tough decisions. And in these tough times, they are bombarded with opinions from family and friends. In this confusion, our belief is that it is the inner instinct rather than external advice that helps a woman in making the right decision.
Sunny Oil’s latest campaign highlights such difficult situations faced by women. In its three-spot campaign, the first spot brings alive a situation in which a mother finds out that her teenage son is watching porn on his mama’s cellphone. Another spot showcases a woman who’s going through a pregnancy complication and she has to make a choice – should she keep the baby, or not. The third spot focuses on building the product’s immunity credentials’.
Along with TV and cinema, other media including retail, digital and social will amplify the brand’s new point of view.
Prashant Sarwade, Head of Marketing, Frigorifico Allana Pvt. Ltd., said, “Being a challenger brand in a highly undifferentiated commoditised category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi-category play in the future. Our new campaign ‘Life aapki, recipe aapki’ brings in a fresh perspective and attempts to break the stereotypical ‘Smile karti hai, khana pakati hai’ imagery of the women. It is a life inspired progressive conversation that depicts real-life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice that helps build a deeper connect with the new-age women.”
Kawal Shoor, Founding Partner, The Womb, says, “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition its positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfil needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonise her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team have done beautifully is to link Sunny’s point of view with the category seamlessly, with ‘Life aapki, recipe aapki’. ”
Suyash Khabya, Creative Lead, The Womb, said, “Instagramable food shots, ingredient product benefits or gyan to women. That’s how brands are advertising to women today! We are neither judging them nor are we showing them in a fancy cooking set-up or in slow motion oil pouring shots. The Life aapki, recipe aapki campaign is a radical, fresh take. The whole idea is to trigger conversations, help women open up and empower them. As for the two specific situations in the films, we through hazar vulnerable ones to finally pick these, as we believe every woman will instantly connect with them. And yes, hats off to Varma (Director, Nirvana Films) for his deft handling of the sensitivity and keeping the tone of the campaign as real as it can be.”
Sunny Oil is the flagship brand of Frigorifico Allana Private Limited, the Consumer Products division of the Allana Group established in 2013 in India. Within a short span, it has launched many food products that cater to both consumers and industrial businesses in categories like edible oils, bakery ingredients and bakery fats.
Client: Sunny Oil:
Managing Director, IFFCO: Paul Thachil
CEO, FAL: Milind Pingle
Head of Marketing, FAL: Prashant Sarwade
Category Manager, Oils & Fats: Sayantan Bose
Sr Brand Manager, Sunny: Manish Rohra
Agency: The Womb
Founding Partner: Kawal Shoor
Founding Partner: Navin Talreja
Creative Lead: Suyash Khabya
Business Partner: Aditya Patil
Planning Partner: Manisha Sain
Planning Partner: Priya GP
Creative Partner: Vivek Unikrishnan
Creative Partner: Shreyas Manjrekar
Creative Partner: Amit Angwalkar
Creative Partner: Progya Dutta
Director: Prakash Varma
Producer: Sneha Ipye
Producer: Manjeet Bawa