Fortune, the flagship brand of the Rs 18,500-crore Adani Wilmar has launched its new television commercial (TVC), Har Maa Ke Dil Mein hoping to strike an emotional chord with its viewers.
The TVC opens with a mother who is disappointed by the fact that her son (who works in the navy) won’t be able to make it home on his birthday. She refuses to give up on seeing him and sets about preparing an elaborate meal for her son, undertakes a long journey to the dock and feeds the son and his buddies with great relish. SD Burman’s track from the 1969 film Talash, Meri Duniya Hain Maa, in the background to complement the mood.
Ogilvy & Mather, the agency behind the campaign, wanted to convey two messages through this film — the unmatched taste of food cooked by a mother and the extent to which a mother can go to provide her child with homemade and nutritious food. In a way, the agency has used the safest bet — the purity of a mother-son relationship — in the 75-second commercial. Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, says, “Fortune is a market leader and needs to drive the brand as well as the category, that is, food, which is a vital driver of emotions in any family.”
This is the first time a 75 second commercial (the usual span for an ad is 30-45 second) has been made in the edible oil category. Angshu Mallick, chief operating officer, Adani Wilmar, says, “It was a challenging task for us, as viewers have a very short attention span and they are likely to change the channel if the ad is not gripping enough.” Adds Joono Simon, executive creative director, Ogilvy & Mather, “Our aim was not to create a dining hall scenario and capture emotion by highlighting the mother-son bonding.”
The ad has been allotted over 5,000 spots across 20 channels, including Star Plus, Star Pravah and Star Jalsha. The first commercial break of all the evening serials has been reserved for the 75-seconder. “A survey was conducted in Delhi and Mumbai, before the ad went on air and it was found that the music kept the ladies enthralled,” says Mallick. Simon says that the biggest challenge for the agency was to find a woman for their film who would live the role of a mother and whose feelings would look realistic.
The campaign targets the markets of the west, north and east. Other than the TVC, there will also be a big-ticket internet campaign, outdoor ads in the metros and radio spots in 40 centres. “Of the total ad budget, 5 per cent each has been allotted for radio and outdoor campaigns. Print, social media and activation comprises of another 10 per cent and the rest (80 per cent) will go to for the television.”
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“As a tribute to all mothers and also as part of this campaign, we are running a contest wherein we ask people to submit their mother’s recipes along with her photograph. The recipes of the shortlisted candidates will be reviewed by a list of top chefs and the 20 winners will be invited to Zee Khana Khazana to participate in a cookery show. A video of the winners on the cooking show will be uploaded on our website,” says Mallick. The campaign will also feature in over 2,000 digital cinema screens across the country.
According to market estimates, the total oil output in India is 160 lakh metric tons per annum, valued at Rs 75,000 crore. About 40 per cent of this market (about Rs 30,000 crore) is branded and is growing at 14 per cent per annum. Fortune leads the branded segment with 17 per cent market share, followed by Ruchi Soya (14 per cent) and Cargill (9 per cent). Mallick says with growing health consciousness, consumers in smaller towns are also gradually shifting to packaged edible oils.