Adani Wilmar has launched its new edible oil, Fortune Plus, with a new television commercial that went on air recently. The positioning of the new product is “oil that’s not oily”, and the company has roped in ace shuttler Saina Nehwal to endorse it. The campaign focuses on the health benefits of the oil, and targets upper socio-economic groups.
Adani Wilmar competes with Marico, Agro Tech Foods, ITC and Cargill among others in the 2.3 million tonnes per annum packaged edible oil market. According to IRS, only 40 per cent of the edible oil sold in the country is packaged. Adani Wilmar Brand Manager Milind Acharya says: “Adani Wilmar holds 14 per cent of the packaged edible-oil market. We wanted to enter the metros and big cities, and hence the new product which absorbs 17 per cent less oil. Also, it leaves the kitchen less smoky. Our research & development team has developed it over two years. We did a month-long test run with our panel of 100-odd housewives.” While Fortune sells in the bracket of Rs 60-70, Fortune Plus comes at a price of Rs 5 extra (in the range of Rs 65-75).
The creative brief, says Acharya, to Ogilvy & Mather was to build an appeal with health-conscious and modern people. The TVC opens with a five-year-old Nehwal who is tying her shoelace with her foot on a small stool. The camera stresses on her typical badminton attire, with a small racquet inside a cover with a sling hanging across her shoulder. The voiceover: “I wanted to be the champion.” As she gets ready for the practice, she smells something pleasant, with her eyes closed. The next shot shows fried food in the foreground and she looks quite excited. The voiceover: “I’ve said no to my favourites!” The next frame shows a birthday celebration where Nehwal again refrains from having fried food. And so it goes on.
The trial shot dissolves to a flipbook like quick montage of different trophies kept or hand-held, portraying a symbolic transition encapsulating her journey. Now, Nehwal is seen sitting on the dining table with food around. She brings her finger close, and rubs it to see no oil. She rolls her eyes in excitement. The voiceover: “New Fortune Plus, low absorption oil.” The voiceover continues while explaining the goodness of the edible oil. The TVC ends with Nehwal grabbing a bite.
The TVC is directed by Koushik Sarkar, and is produced by Apostrophe House. Fortune Plus was also the official cooking oil licensee for the Commonwealth Games 2010 in New Delhi. “Besides, the new TVC that spans across a 360-degree marketing plan, we will do live cooking shows at shopping malls and residential colonies across 15 cities including the metros, which will be supported by a radio campaign,” adds Acharya.