MUMBAI: Tatva has appointed AMO Communications to handle the creative duties for its edible oil range.

A national campaign will be launched over April and May 2012. The account will be handled from the agency‘s Delhi office.

AMO Communications COO Jitendra Khokle said, "The brief given to us was very interesting. We always look for nutritional benefits from the products we consume. With Tatva, we had to make the consumers aware about that extra benefit apart from the nutritional rich elements that one can get from the products in offer and eventually help the brand gain a strong foothold leadership position in the health and wellness category."

The agency has plans to initiate some aggressive, integrated brand building and positioning exercises through various media activities. Television as a medium will be used selectively and will be niche. The thrust will be on BTL activities involving customer interaction and sampling besides promotions through ATL in print, OOH and online advertising.

Said Tatva director Manish Jain, “The current health and wellness sector is witnessing a cacophony of brands. Tatva is a relatively new entrant in the nutritionally enhanced product category. We are launching 100 per cent organic / natural products which are beyond basic hygiene. I liked the strategy and the creative approach that AMO Communications presented.”

AMO Communications’ clients include the likes of Punjab Tourism, Rajasthan Tourism, Sansui, Kelvinator, Era Landmarks, Rubberwala Developers Elbit Developers, Indian Oil Corporation, Goa Tourism and Jumbo Electronics.