The legendary brand Bail Kolhu from the house of BL Agro Industries - India’s leading FMCG company was on a journey to shift the stereotypical notion of having women in the kitchen and the same was conceptualized in their new TVC ‘Swad Se Samjhauta Nahi’. The third TVC for Bail Kolhu, we took a more direct route to establish the Brand attribute of ‘Finest Taste’.
The TVC was unveiled during an event by Pankaj Tripathi and launched on national television channels on prime time on major channels. The TVC showcased the 3 actors tracing their road to tasting success with hard work - while cooking their favourite dish in the kitchen.
With script lines such as "mazedar swaad unhi ko milta hai jinka kaam bolta hai," the TVC is run through 360-degree communication through print and digital media and social media campaign on Facebook, Instagram, Twitter and LinkedIn. Radha khana pakaati hai aur raam sabzi laata hai - we all had read such statements in our school textbooks and that’s what most of us have seen around us too. We created such hard hitting and thought provoking social media posts - that put the user at a spot to think why and how did this become so acceptable and why this needs to change. The same thought expanded through a narrative ran on radio channels to promote the idea behind this latest TVC.
While the TVC promotes the long-established mustard oil marketed under the trade name Bail Kolhu and positions and reminds audiences that Bail Kolhu is the best choice for real taste with script lines like “kya chuna aapne asli swaad ke liye? Bail Kolhu." The messaging of the advert goes deeper, using a "show-not-tell'' idea to advocate the revolutionary concept #RasodeMeinMardHai, i.e., that even men must shoulder the responsibilities in the kitchen. It’s not merely the duty of women.
The TVC served a dual goal - the first -to position Bail Kolhu mustard oil as the best choice to bring out flavour while cooking. The second crafted with more subtlety - break the preconceived notion that the kitchen is solely a woman's arena, and she alone should be accountable for all the work that comes with it, from cooking to cleaning. With this new approach and the first from a cooking oil brand, the media went into a frenzy - and helped boom our PR strategy of introducing this never seen concept in an edible oil brand as the highlight. More than 100+ PR Links both print and digital were made assets to expand this thought and vision. The campaign was picked up the second time by Financial Express as 'Work That Speaks'.