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Gangs of Wasseypur trio now in the mustard oil business

Manoj Bajpayee, Nawazuddin Siddiqui & Pankaj Tripathi are the new faces of Bail Kolhu.

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MUMBAI: BL Agro Industries has roped in not one but three brand ambassadors to promote its mustard oil offering, Bail Kolhu. A new TVC made for the 50-year-old brand features the power-packed trio from the Gangs of Wasseypur movies – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi and showcases how they “came out of the grind to become somebody from a nobody”. This only became possible because of their hard work, grit and determination and their commitment to deliver their best. These  characteristics resonate with the values of ‘Bail Kolhu’ - the brand that started with a humble beginning but today, has made a distinguished name for itself, says the company.

The television commercial created by Leads Brands Connect is now airing on national television; there are plans to roll out a 360-degree communication through print and digital media in the coming months. BL Agro has also rolled out a social media campaign on Facebook, Instagram, Twitter and LinkedIn.

BL Agro chairman & managing director Ghanshyam Khandelwal said, “Bail Kolhu is the company’s flagship product. The success of Bail Kolhu is the result of many decades of hard work as well as our commitment to deliver only the purest mustard oil. Just like the real-life stories of our brand ambassadors, the journey of Bail Kolhu started from a very small scale, went through hardships and faced many challenges in its journey. But, with passion and determination, it managed to reach the position where it is today.”

Leads Brand Connect CEO Sanjay Srivastava said, “It’s unlike any other cooking oil TVC you will find in the country. Firstly, it has a multi-starrer male cast which is unseen and unexplored in the category. Secondly, it’s very focused on the brand personality rather than sales promotions. You will hardly see any oil shots or cooking shots in the film. The strategy was to celebrate the iconic image of the brand and thus the entire tonality was created around what the brand has achieved over the years.”

Bail Kolhu has created a niche market in Uttar Pradesh, Uttarakhand, Delhi NCR and parts of Rajasthan, Haryana and Punjab. The company now plans to expand its footprint in Bihar and Jharkhand, where it is currently looking to establish a very strong distribution network.

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