DDB Mudra unveils campaign for Sunrich oil

26 Sep,2014

By A Correspondent


DDB Mudra South & East has launched the Sunrich Refined Sunflower Oil new pack across India with a key focus on the South market. The television campaign showcases the superior nature of Sunrich refined sunflower oil. The campaign gives the consumers an insight on why the food cooked in Sunrich oil is healthier and better than any other refined cooking oil.


The TV commercial captures the superior nature of Sunrich refined sunflower oil by comparing it with the competition oil. In the TVC, famous south Indian actress Priyanka Upendra is seen having a conversation with a Nutrition expert who explains to her why a poori cooked in Sunrich refined sunflower oil is healthier than the one cooked in competition oil. He explains that Sunrich Refined sunflower oil is clearer, lighter, healthier because of the unique seven stage refining process it goes through which clears all impurities. Food cooked in Sunrich absorbs 15 per cent less oil; Sunrich has 0 per cent cholesterol and is fortified with Vitamin A & D (VitaminE is naturally present).


Alok Mahajan, Head of Marketing, Popular Division of Ruchi Soya Industries Limited shared, “Our consumer research reveals that consumers are becoming increasingly conscious of what goes into their body and they are moving towards healthier alternatives which they can trust With the launch of the new “Clearer, Lighter, Healthier” Sunrich, we want to address the housewife’s requirement of oil that offers her both health and taste at an affordable price point.”


Sujay Ghosh

Sujay Ghosh, EVP, DDB Mudra South & East, said, “Nowadays, its difficult to get products with a clear USP. Sunrich had that. We just magnified it. So, Sunrich is positioned as ‘Clearer, lighter, healthier’ (Iskke gunn saaf dikhe), a clear product differentiator in the category. The communication aims to resolve the stress a housewife goes through while choosing the right oil for her family. The brand ambassador of Sunrich, Priyanka Upendra is a popular face in South India and has helped the brand build more traction with the TG.”


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