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P Mark mustard oil adds a patriotic twist of ‘DESI’ to its latest TVC campaign
‘Made in India kyon nahi’
Ropes in leading Bollywood actor, Boman Irani to endorse the brand has always been synonymous with quality and purity.
New Delhi, 2014 – Mustard oil enthusiasts across the country can brace themselves for an extra dose of ‘DESI’ this season. All set to delight its consumers, Puri Oil Mills Limited is launching a fresh and exciting communication campaign for its brand P Mark, starring popular bollywood star, Boman Irani as its brand ambassador. The brand has always been synonymous with quality and purity and is a much sought after name in millions of homes across North India.
The campaign has been themed as “Made in India kyon nahi”, adds a patriotic twist to brand P Mark along with its enduring promise of mesmerizing, authentic experience of taste, quality and purity. Speaking about the campaign, Vivek Puri, Managing Director, Puri Oil Mills Limited, said, “Over the years, P Mark, through its strong heritage and consistent quality standards has become synonymous with mustard oil in the hearts and minds of consumers. P Mark offers authentic mustard oil experience. With this new campaign, we are scaling up the brand’s philosophy by bringing in the element of ‘Desi’, to add an interesting twist to P Mark mustard oil ‘Made in India kyon nahi”.
He further added, “This new philosophy will be endorsed by P Mark’s newly signed brand ambassador, Boman Irani. His profile and charisma are an ideal fit for ‘P’ Mark mustard oil. He is also highly respected around the country and enjoys an outstanding reputation as an actor and will therefore further strengthen P Mark mustard oil brand equity and appeal and will help us take the brand to the next level”. Speaking about this association with P Mark mustard oil, newly appointed brand ambassador, Boman Irani, said, “I am delighted to be associated with P Mark mustard oil. I believe in the connection between fitness and healthy eating. The recognition of the health benefits delivered by mustard oil goes back thousands of years, and Puri Oil Mills Limited has taken this ancient heritage to new heights for the past eighty years”
As P Mark mustard oil brand ambassador, Boman Irani will be associated with a range of consumer activation and marketing programs, helping build brand and enrich the brand experience. The new P Mark “Made in India kyon nahi”, campaign has been conceptualized by ‘EverAfter’ (Mumbai) and directed by Kayoze Irani. In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.
Storyboard of the Ad
The film portrays a beautiful young housewife who is fascinated by international edible oil brands. Even though there are ‘Desi’ options available, she coyly mentions that she would choose one which is not only good for heart but also in quality and she does not want to take chances as far as health of the family is concerned. Here’s where Boman Irani enlightens her about virtues of India’s mustard oil which is best for Indian hearts, about its quality and finally succeeds in changing her decision of edible oil – P Mark.
About P Mark Mustard Oil
P Mark Mustard Oil is a leading brand of mustard oil from the Puri Oil Mills Limited portfolio. The brand has always been synonymous with quality and purity and is a much sought after name in millions of homes across North India. The quality initiatives carried out by the company across eight decades has led to widespread recognition in the form of quality awards both in India and abroad. The company embarks upon an ambitious in-house R&D initiative aimed at expanding its product portfolio in line with the needs and expectations of its customers. The company has been awarded with International star for quality BID, Geneva and National Quality Award by Government of India.