P Mark Mustard Oil has launched its campaign featuring actors Boman Irani and Neena Gupta. The film has been directed by Kayoze Irani and has Irani and Gupta playing neighbours who don’t have the most cordial relationship.
Gupta plays the irritable neighbour, and has a series of skirmishes with Irani. The characters ultimately bond over memories of their favourite dishes prepared using P Mark mustard oil, which has been around for generations.
Vivek Puri, Managing Director, Puri Oil Mills Limited, said, “The idea for this ad actually came from our loyal customers – spanning generations – who have been using the brand for nine decades. Reaching out to these customers via research studies and focus group discussions, we often asked them what they liked about P Mark Mustard Oil. They unanimously felt that there was something special about the oil in terms of flavour, aroma and the overall dining experience; there was some indescribable quality that drew them back to the brand time and time again. They also admired the consistency in quality and purity that the brand had been delivering across the years. Echoing the feelings expressed by our customers, we developed the proposition for the new campaign – Kuch Tho Baat Hai Iss Tel Mein (there is something special about this oil).”
Umesh Verma, GM – Marketing and Communications, Puri Oil Mills Limited, said, “As a brand, we are always trying to up the ante. We were the first mustard oil brand to venture into mainstream television advertising and also the first mustard oil brand to sign on a celebrity brand ambassador. We are always seeking to enhance the ‘Wow Factor’ for our customers. So this time around, we decided to add another celebrity alongside Mr Boman Irani. The choice of Ms Neena Gupta was a well thought out strategic decision based on multiple parameters. First of all, she suited the script that had been developed for the new ad film. Secondly, her recent roles in many popular OTT series have increased her fan following among young generation viewers who constitute an important customer segment for the brand. Moreover, she had recently co-starred with Mr Irani in the film Uunchai and they had paired really well.”
Irani said, “My association with the brand and my personal relationship with the owners go back many, many years. I admire the way in which the brand always stays off the beaten track. It doesn’t get into stereotypical edible oil advertising – it’s always different, innovative and path-breaking. As the brand ambassador, I am gratified by the variety of characters that I have had the opportunity to play over the years. It’s challenging, especially when one is representing such a vibrant brand.”
Echoing the sentiment, Gupta said, “Working with this brand was a pleasant surprise. Since this was an edible oil ad, I had expected the standard cooking, serving, dining table and happy family kind of scenes. But the story was really offbeat – it pivots seamlessly from edgy squabbling to intense emotion in a matter of seconds. In doing so, the film gave me an opportunity to showcase diverse facets of my acting capabilities – that’s something one usually doesn’t expect from an ad film.”
Credits:
Director: Kayoze Irani
Production Designers: Taanumanshyaa Bhanndari and Yohan Khatao
DOP: Satchith Paulose.
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