Brand P Mark Story

National Quality Award

The story of Brand P Mark has always been about raising the bar, leveraging cutting-edge in-house R&D to create innovative and value-added products and consistently aiming at taking the brand to the next level. Starting out as a typical SME product, P Mark emerged as the first mover in its segment, breaking away from a “commodity” identity and redefining its image as a branded FMCG product. Through a series of carefully planned initiatives, the brand expanded its portfolio, enhanced its packaging and maintained its leadership status across key North Indian markets.

As a part of this endeavour, the brand also pioneered the advent of mustard oil in mainstream advertising, appearing prominently in print, OOH and Below-The Line media vehicles, later breaking new ground by releasing a series of Pan-India television campaigns to take the brand and mustard oil to a new level.

Traditionally, on account of various historical reasons, mustard oil had been perceived as a “poor man's oil“, mainly because of its availability through the Public Distribution System (PDS). The marketing and advertising initiatives of P Mark went a long way in transforming this image of mustard oil.

The new, refurbished image was further reinforced by mass media campaigns that advertised key innovations and value additions in mustard oil ‾ through the launch of variants like India's First Light Mustard Oil and India's First Agmark and SGS Certified Organic Mustard Oil. In a dramatic development, leading cardiologists began advising their patients to switch to these variants as their primary cooking medium.

Puri Oil Mills Limited, the custodians of Brand P Mark, has always been proactive in responding to changing market scenarios and customer needs. As India's population progressively became younger (by 2020, more than 50 percent of the country's population will comprise youth and young adults), the brand decided that it needed to undergo a Rejuvenation Initiative to ensure that mustard oil remained relevant to a new, youthful audience.

To carry this out, a leading Design Architecture Consulting firm ‾ Lopez Design ‾ was appointed. The new architecture for Brand P Mark was decided on the basis of intensive research. To test the acceptance of the new brand identity, in-depth customer research and focus group discussions were carried out by a leading brand research organisation amongst consumers across the brand's core markets.

The new face of Brand P Mark was unveiled using a celebrity brand ambassador. In a radical departure from conventional communication strategies, Brand P Mark decided against using a stereotypical female brand ambassador. Instead it chose the veteran character actor, BomanIrani, as its ambassador.

Leveraging its eight-decade long core competence in the domain of manufacturing mustard oil, P Mark has now unveiled a new communication platform positioning itself as ‘The Mustard Specialist‘. Since 1933, Puri Oil Mills Limited has always been a single product focussed manufacturer with a proven track record for consistent purity and quality, quality that has been recognized through the conferment of prestigious National and International Quality Awards. All these have enabled the brand to earn the unwavering trust of millions of consumers across generations.

Spurred on by the trust of these valued consumers, The Mustard Specialist surges on taking Brand P Mark to the Next Level!