MAM

Innovation gives one a commercial advantage: Sagar Boke

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/09/10/dalda.jpg?itok=G1k9JlpE

MUMBAI: Early this year, Bunge India had re-launched its refined edible oil range under its iconic Dalda brand.

And since then the 75-year old has been busy focusing on consumer engagement in the crowded market. According to a report by India Rating, the Indian edible oil industry might see an investment of Rs 450 crore in 2014-15 as compared to Rs 100.7 crore in the previous financial year and Rs 516 crore in 2012-13.

The brand, which was announced as the number one brand in edible oil category in 2013 as per the AC Nielsen report, currently, enjoys a well-placed presence in geographies of north and east of the country and plans to reach out to more consumers in western and southern geographies.

With an eye on smaller markets, the brand is leveraging festivals and occasions to connect with its target audience and ensure maximum visibility and brand recall. Dalda is largely focusing on its mass consumers in tier II and tier III markets to create interactive platforms for consumer participation through various experiential activities.

During this year’s Jagannath Rath Yatra, which attracts a crowd of more than 10 lakh pilgrims every year, Dalda created a unique art exhibit at the Puri Beach for the devotees. For the on ground activity, it collaborated with sand artist Sudarshan Patnaik to create a life size sand art illustration of the deity Lord Jagannath. Additionally, a 12 feet diameter Dalda branded helium balloon was installed at Grand Road to welcome all visitors at the Rath Yatra.

“Consumer engagement is our key focus in order to retain our existing consumers and attract new consumers. Some of the initiatives conducted this year include our Rath Yatra activation in Puri, Baisakhi activation in Punjab and Holi activation in Uttar Pradesh where our team encouraged consumers to share recipes of food cooked in Dalda Edible Oils for our Dial D campaign. We also decided to do something unique for Mother's Day in Uttar Pradesh, wherein consumers were encouraged to call on Dial D and record a personalised message for their mothers,” highlights Bunge India marketing head Sagar Boke.

He adds, “We want our consumers to actively participate and engage with us through these experiential initiatives and to understand that brand Dalda stands for a promise of purity and taste.”

When asked in the high-competitive market, how the brand plans to stay ahead, the response is innovation. The brand feels that innovation will help one stay ahead of its competition as markets, technologies or trends shift. For the brand it is also a key component of a successful business plan. “Consumers often see innovation as something that adds value to a company or to its products. Used properly, innovation can give you a commercial advantage - especially in saturated or rapidly shifting markets. Your customers may even be willing to pay more for your well-designed, novel and innovative product or service, rather than choosing a cheaper, but less exciting rival,” points out Boke.

The branded edible oils category is a large and fast growing market and today a consumer is more aware of different types of oils. After its re-launch, the brand feels it is doing well as it made sure that nutritional benefits of oils are visible on the pack.

“India is a diverse market with packaged edible oil increasing its penetration over the last decade. The in-home consumption is on a rise and there exists diversity in consumption of oil types. We aim to have a long-term play in this market,” says Boke.

To make its communication stronger, the brand has Cartwheel as its creative agency, OMD as media agency and PR is handled by Madison.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/pickel_1.jpg?itok=b5_hpALu
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/India.jpg?itok=-GJOwCdN
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/kumar.jpg?itok=0Z79MabV
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/somar.jpg?itok=IA5Yawi1
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/Kunal-Madhukar.jpg?itok=_VYqvmli
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anurag.jpg?itok=svdNEKHU
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Kantar.jpg?itok=xfY0XRLu
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Vivo_0.jpg?itok=fExeXtdx
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/bigbazzar.jpg?itok=0GsnoZ_x
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories