26/05/2018
Sunrich Sunflower Oil gives out a ‘clear and healthy’ message
DDB Mudra South & East has conceptualised a new TVC for the new pack of Sunrich Refined Sunflower Oil, with a key focus on the South market. The television campaign showcases the superior nature of Sunrich Refined Sunflower Oil and gives the consumers an insight on why food cooked in Sunrich oil is healthier and better than any other refined cooking oil.
The agency was tasked with a brief to address the housewife’s requirement of oil that offers her both health and taste at an affordable price. The objective was to establish Sunrich as a superior and healthier refined sunflower oil, compared to other ordinary sunflower oils in South India.
The TVC captures the superior nature of Sunrich Refined Sunflower Oil by comparing it with a competing cooking oil brand.
In the TVC, leading south Indian actress Priyanka Upendra is seen having a conversation with a nutrition expert who explains to her why a poori cooked in Sunrich is healthier than the one cooked in the other oil. He explains that Sunrich Refined Sunflower Oil is clearer, lighter and healthier because of the unique seven stage refining process it goes through, which clears all impurities. The TVC states that food cooked in Sunrich absorbs 15 per cent less oil and that it has zero cholesterol and is fortified with Vitamin A & D. At the end of the TVC, after discovering the facts, Upendra excitedly says: “Jiske gunn saaf dikhe, wahi asli sunflower oil. Baki sab sirf naam se healthy hain.”
Alok Mahajan, Head of Marketing, Popular Division, Ruchi Soya Industries, said, “Our research reveals that consumers are becoming increasingly conscious of what goes into their body, and they are moving towards healthier alternatives which they can trust. With the launch of the new ‘clearer, lighter, healthier’ Sunrich, we want to address the housewife’s requirement of oil that offers her both health and taste at an affordable price point.”
Sujoy Ghosh, EVP, DDB Mudra South & East, said, “Nowadays it’s difficult to get products with a clear USP. Sunrich had that. We just magnified it. Sunrich is positioned as a clear product differentiator in the category. The communication aims to resolve the stress a housewife goes through while choosing the right oil for her family. The brand ambassador of Sunrich, Priyanka Upendra, is a popular face in South India and has helped the brand build more traction with the TG.”
