MxMIndia

Tag: Saffola

  • In collaboration with Madison Communications and Mullen Lintas

    Marico’s Saffola Masala Oats launches new campaign

    Marico’s Saffola Masala Oats has launched a new campaign during the ICC Men’s T20 World Cup 2024.  The two commercials are conceptualised by Madison Communications with the creative concept by Mullen Lintas and executed by Disney+ Hotstar Creative Works.

    Expressing his excitement about the collaboration, Vaibhav Bhanchawat, Chief Operating Officer- India & Foods Business, Marico Limited said: “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Added Jolene Solanki, Chief Operating Officer- Madison Media Ultra: “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

  • Soon after World Health Day

    Saffola disrupts with print campaign

    Saffola’s latest print ad campaign got readers wake up to an oil-stained front page of multiple newspapers, across the country – The Times of India in Mumbai, Delhi, Bengaluru and Kolkata and Lokmat in Pune.

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “Following through on health resolutions can be very challenging. Our goal is to help the consumer walk this journey of building a healthy lifestyle, consistently. We took the unusual route of taking the message live after World Health Day, instead of on the day, catching readers in the moment and reminding them of how resolutions made on key occasions are forgotten soon after. By reaching our valued consumers where they are highly engaged and reminding them to choose Roz Ka Healthy Step repeatedly, we are committed to ensuring they don’t fall off the health-wagon.”

    Added Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas added: “Sometimes, the best contextual/topical ad is one that’s intentionally off by a few days. As Saffola believes that good health is built over time, we deliberately stayed quiet on that single day dedicated to health, World Health Day. We released our creative a few days later to remind people that real victory lies in sustained, consistent actions. And in today’s digital-first world, it is deliciously contrarian to see the good ol’ newspaper pull something off that only it can.”

    Said Jolene Solanki, COO, Madison Media Ultra: “Change typically occurs when conversations are triggered. Saffola’s journey of nudging the consumer to take #RozKaHealthyStep is an ongoing journey, however it was important to not just nudge the consumer but to pull attention to how health takes a back seat in our lives. This campaign is an excellent example of how the right blend of creative and medium, can deliver the message contextually and with impact, leading to larger conversations amongst the target audience.”

  • Campaign created by Mullen Lintas

    Saffola initiates health movement for under 40

    By Our Staff

     

    Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.

     

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”

     

    Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”

     

    Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”

     

  • The win was a result of a multi-agency pitch

    Mullen Lintas bags mandate for Saffola Honey & Soya

    By Our Staff

     

    Mullen Lintas Mumbai has bagged the creative mandate for Marico’s Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency already handles the creative duties of Saffola Gold, Saffola Oats (Masala & Plain) and Saffola Oodles, thus expanding the portfolio.

     

    Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said: “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering Marico in building a distinct brand space for Saffola Honey & Soya.”

     

    A Marico spokesperson added: “We see tremendous potential to build scale in the healthy foods category. We are committed to deliver ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to create new benchmarks in this exciting category.”

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • The agency currently also handles Marico's edible oil brand Saffola

    Mullen Lintas bags Marico’s Veggie Clean

    By A Correspondent

     

    Marico has recently launched Veggie Clean, a vegetable and fruit cleaner. To launch and promote the new product, it has granted its full-service creative mandate to Mullen Lintas Mumbai. The agency currently also handles Marico’s edible oil brand Saffola.

     

    Hari Krishnan

    Talking about the win, Hari Krishnan, CEO, Mullen Lintas said: “Over the past few years, personal and domestic hygiene have become paramount for consumers across the country, which has led to many new behavioural trends and habits. We are delighted that Marico has assigned us the creative duties for Veggie Clean and our task is to create a permanent place for the brand across the many kitchens of India. This will be a digital-first brand and teams have already begun the work to craft the brand idea and seed the brand message.”

     

     

  • Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands

    Mullen Lintas wins creative mandate for Saffola

    By A Correspondent

     

    Mullen Lintas has won the creative mandate for Marico’s Saffola portfolio. This follows a multi-agency pitch.

     

    Mullen Lintas will give a renewed impetus to Marico’s growth ambitions through contemporary, innovative and disruptive communication and creative solutions to make a difference in the lives of consumers.

     

    Koshy George

    Speaking of the appointment of Mullen Lintas, Koshy George – Chief Marketing Officer, Marico Limited said: “Since its launch, Saffola has emerged successfully time and again to create relevant products for consumers and become one of the most trusted brands in India for leading a healthy lifestyle. Today, Saffola is integral in driving Marico’s growth story. The brand has expanded its portfolio, offering a range of innovative products in the super premium refined edible oil and healthy foods categories.  As we build on this strong brand equity and amplify our innovation trajectory, we look forward to working with Mullen Lintas whose creative ideation, proficiency and execution excellence will aid our efforts in creating a brand of the future.”

     

    Vikas Mehta

    Added Vikas Mehta – CEO, Mullen Lintas: “Saffola is an iconic brand that has continued to play a huge role in making India heart-healthy. The brand has been built on the back of some really memorable advertising over the years. As Mullen Lintas comes on board as its new creative partner, we will do our best to up that legacy further and help the brand leap into a future that’s even brighter than its past. Saffola is a heart-warming addition to the Mullen Lintas portfolio as it further strengthens our credentials in FMCG and healthcare.”

     

    Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands.

     

     

  • The campaign aims to help consumers adapt a healthy lifestyle

    Saffola & WatConsult launch ‘Beat the Crave’

    By A Correspondent

     

    WatConsult has announced the launch of a new campaign for Marico’s Saffola Active Slimming Nutri-Shake. The campaign is an audio driven digital initiative that aims to distract audiences from unhealthy food cravings.

     

    Said Rajiv Dingra, Founder and CEO, WatConsult: “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of ‘craving’. But if you can distract your mind for around three minutes you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you Beat The Crave.”

     

    Added Sanjay Mishra, Chief Operating Officer, Marico Limited: “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WatConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming.  So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.

     

     

  • Front-end staff at Starbucks don't serve a beverage, they preach a religion they believe in, writes Alok Nanda

    6 things to remember when creating a new brand

     

    By Alok Nanda

     

    Today a brand must stand for something beyond functional attributes. For instance, a brand like Saffola stands for heart care, not just better cooking oil. Here are six things to remember when creating a new brand.

     

    1.Have a purpose

    Employees are the first to imbibe purpose– it gives them direction. Being a coffee fiend, I spent time recently trawling coffee shops in the US. Stumptown, Blue Bottle and Ritual Coffee are carving a space for themselves in the face of Starbucks. Spend time observing the front-end staff and you’ll know why. They aren’t serving a beverage; they are preaching a religion they believe in. How else could they painstakingly turn out cups of perfection while spending time talking to you about the differences between roast and bean? Today, where access to capital is uniformly easy, talent aligned to the brand’s bigger picture is a big differentiator.

     

    2. The consumer is overrated

    In creating your brand, you are the most critical component. I’ve seen how companies faced with the same business opportunity, targeting the same consumer, armed with the same research, but adopting completely different strategies. Why? The difference is internal culture, belief systems, vision and unique strengths. Don’t under-value them. Harness them instead. Entrepreneurial vision and conviction — your unique take on the business has the power to become reality. The consumer is only 50 per cent of the equation. Okay, let’s be charitable, 60 per cent.

     

    3. Every product category creates its own clichés. 

    You have an opportunity to disrupt them and stand apart in a crowded market. When IDFC approached us to do the identity for its bank, we discovered the banking cliché — a symbol (usually abstract) followed by the name of the bank in reverse white on a strip of colour. You take red, I’ll take blue and someone else will take orange. The identity we devised, of coloured tiles, breaks category codes. More importantly, it is designed to move in the digital world. Of course, an identity is only a reflection of who you are: In this case, it began with the positioning of a differentiated bank.

     

    4. Advertising is not branding. 

    There are many powerful tools available. Know when to use what. Advertising, for example, is terribly inefficient in enhancing perceived product value. Product design is a better way (look at Apple). Investing in great packaging design is another. Get these right first.  For luxury brands, experience design and a livery that creates a seamless world, is critical. Real estate is another category where branding supersedes advertising. You unlock the value of an address with appropriate branding. You propagate it with advertising.

     

    5. Tell a story

    There is no better launch pad for a new brand than having an interesting story to tell. An amazing ingredient sourced with difficulty. The passion of two engineers toiling in the garage to bring their dream alive. A family recipe lost in time, resurrected. A powerful story can become part of the brand. Your core loyalists will propagate it.

     

    6. Start with a unique product or differentiated service 

    You’ll need less help from consultants like us to do the above.

     

    (Alok Nanda is Founder and CEO of Alok Nanda & Company, a creative brand consultancy)