Nutrela launches ad campaign to tap Bengali market

20 Feb,2013

By A Correspondent


Ruchi Soya Industries is set to target the West Bengal market with an aggressive marketing campaign for their premium brand, Nutrela Kacchi Ghani Mustard Oil. Bengal alone accounts for over a third (around Rs 110 crore) of the Rs 300-crore mustard oil market in the country. With an intent to reach out to Bengali masses, the company is also planning to launch a 35-second TVC and a 25-second radio jingle.


With this campaign, the company is trying to create a bridge between the brand and true ‘Bangaliaana’, using a thoroughly Bengali concept ‘Jagai Bangaliana’, which aims at evoking the authentic taste of food every time they use Nutrela Kacchi Ghani mustard oil.


The idea revolves around reviving and rejuvenating this ‘Bangaliaana’ and brings back the fading Bengali persona and spirit, reminding them of their roots. The campaign largely aims to reawaken authentic taste of Bengali food. It evokes the rich culture and tradition of the state and exhorting the people of Bengal to rediscover the pride of eating authentic Bengali food.


“Bangaliyana”, a tradition involves inviting friends and family to the house and discussing music, literature, politics, food, culture, history and then savoring authentic home cooked Bengali cuisine together. Strengthening this connect further, the company has roped in veteran Bengali actor Soumitra Chatterjee to sing a jingle for the new radio campaign.


“We are sure that the campaign will rejuvenate the fading spirit of “Bangaliyana” and the need for kacchi ghani mustard oil as the predominant cooking medium. We are extremely excited about reviving ‘Bangaliyana’ and more so being able to make Soumitra Chaterjee partake in bringing the idea alive by singing a song for us,” said Sandipan Ghosh, Assistant Vice-President Marketing, Consumer Brands Division, RSIL.


The television and radio campaign has been conceptualized and developed by Hammer Communications based out of New Delhi.


The TVC and radio campaign will be simultaneously rolled out in Bengal and Assam. The 360-degree marketing campaign is the company’s first campaign centered around the three-year old mustard oil brand. Bihar and Jharkhand are next in the company’s radar.


Meanwhile, Madison Media has just announced the win of the Ruchi Soya Industries, Consumer Brands Division account in Mumbai. Madison Media Sigma will handle traditional media planning and buying for the client with an approximate spend of Rs 30 crore. The account was previously handled by Mec.


Gautam Kiyawat, Group CEO, Madison Media, said, “We are delighted with this new win and confident of taking Ruchi Soya group and Brand Nutrela to greater heights. We are looking forward to a long and mutually beneficial partnership.”


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