Wagga Wagga unveils inaugural brand campaign

21 Jul,2017

By A Correspondent

 

Following a multi- agency pitch, DDB Mudra West has bagged the branding and communications services for Wagga Wagga cooking oil. The account is being led by the agency’s Mumbai office and is spearheaded by Shally Mukherjee, Senior Vice President & Business Partner, DDB Mudra West.

 

Speaking on the account win, Rajiv Sabnis, Executive Director, DDB Mudra Group & Managing Partner, DDB Mudra West said:“This is an interesting edible oil range being launched in the health space. Health & Wellness is becoming an increasingly relevant and future-focused space in India. With the specialized diabetes care oil being launched to begin with. Wagga Wagga promises to create a differentiated, quality offering to Indian consumers. It will be an exciting challenge to establish Wagga Wagga in a highly competitive and price-sensitive market. We look forward to the opportunity to partner this brand.”

 

Added Sujay Naik, Project Director, Agro Global Resources Pvt. Ltd: “With a brand name like Wagga Wagga Diabetes Care Oil, you pretty much get the idea what the product is all about. This makes life simple for the consumer – but for the marketer is also a challenge. We didn’t want the brand to come across as medicinal or being exclusively for the diabetic patients. We didn’t want it to be preachy or prescriptive. Plus the brand and product have multiple differentiators, we wanted to do justice to all of them without diluting the core proposition. The biggest challenge is creating communication which consumers will actually register, rather than the paint-by-the-numbers approach which is so prevalent, and so happily ignored by consumers.The DDB team worked hard in understanding the consumer and crafting an insight, to building an endearing story around it. The resulting communication strategy is distinct, with an engaging story which consumers enjoy watching.  It has been an absolutely fruitful association with the team, and we look forward to seeing what Lucy does from here.”

 

Said Rahul Mathew, National Creative Director, DDB Mudra Group on the campaign: “There is an incredible source story that Wagga Wagga can boast of. Along with the health benefits of it being a diabetes management oil. We wanted to make sure we communicate all of that in an interesting manner. And Lucy was the marriage of all our intents.”

 

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