Sunny Oil’s new brand recipe includes OOH
By M4G Bureau - August 29, 2019
Called “Life Aapki, Recipe Aapki” campaign, the brand is set to reach out to the masses with OOH medium and offline activations
Sunny Oil’s recent multimedia campaign “Life Aapki, Recipe Aapki” addresses multiple everyday situations a woman comes across, not providing a solution but encouraging her to trust her inner instinct and choose the “right” path for herself. Led by 3 TVCs, the campaign is spanned to other advertising channels such as offline activations cinemas, retail outlets and OOH medium.
Talking about the campaign, Prashant Sarwade – Head of Marketing, Frigorifico Allana Pvt Ltd. said, “Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.”
The campaign conceptualized and created by The Womb (creative agency partner). Talking about the campaign, Kawal Shoor, Founding Partner, The Womb said, “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonize her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly, with ‘Life Aapki, Recipe Aapki’.”
Talking about the concept and treatment, Suyash Khabya, Creative Lead, The Womb said, “This campaign is a fresh take in a world of advertising filled with Instagram food shots and oil pouring shots. The whole idea is to trigger conversations, help women open up and not judge them but empower them. We brainstromed through hazar situations to finally pick these ones, as we believe woman will instantly connect with them. And yes, hats off to Prakash Varma for his deft handling of the sensitivity and keeping the tone of the campaign real and authentic.”
For more updates, subscribe to media4growth newsletter - Click here