Hudson Canola Oil has appointed Grapes Digital as its digital agency after a multi-agency pitch. The agency will handle the complete digital mandate – digital media planning and buying, strategy, content creation and design across all social media platforms.
“We are excited to partner with Hudson Canola Oil, the brand that introduced Canola oil to India and the one that has led the development of the Canola Oil category in a market where it was unknown. We are delighted to work with a brand that understands the ‘digital first’ approach. We look forward to use our digital expertise to help the brand touch new heights,” said Himanshu Arya, Founder, Grapes Digital.
Akash Premsen, Senior Vice-President, Dalmia Continental, said, "With Hudson, we have a product inherently linked to consumer behaviour and health in the Indian kitchen. We are confident of fast adoption because homes are ready for this revolution. We are targeting Rs 300 crore from Hudson in five years. We intend to expand our Hudson portfolio to focus on demographics that almost all oil companies ignore because they are in the commodity business, not in the consumer benefit business.”
Premsen further said, “Currently, the oil category is stodgy, old and stuck in the 1990s, with almost zero appeal to the millennial generation. Hudson speaks directly to the young, savvy, health-aware and global-minded consumer. Food is an art on Instagram, cooking is a passion on blogs and information about health is just a click away. In this landscape, how can an oil brand join the conversation? This objective is now in the capable hands of Grapes, who are tasked with highlighting Hudson's relevance in today's Indian kitchen, using the most innovative ways possible to help us increase brand awareness and drive business growth."