Mumbai: Food, while not the solution for all of life’s problems, is certainly the solution for some of them. From this very belief stems Gagan Cooking Oil’s core philosophy – every meal should be a celebration. Gagan is a heritage cooking oil brand that predominantly focuses on markets in Northern parts of India. The brand’s tagline ‘KhaoGagan, rahomagan’ urges consumers to savour and celebrate all kinds of food with Gagan.
The brand has unveiled a new digital campaign for Holi. Holi is a festival of colours; however, it is also about food. This year, Gagan Oil urges consumers to celebrate Holi with colour and food, but also by avoiding theuse of a scare resource like water. This message with the brand core has been articulated in its typical humorous way. The campaign has been created by Leo Burnett India.
Speaking about the new campaign, Milind Acharya, Head of Marketing at Bunge India said,“We Indians, and more so the people of North India, are full of life, celebration and food. Brand Gagan is an integral part of their lives as it carries the same attitude. Festivals are mainly where this attitude comes alive. We see an opportunity to talk to our consumers carrying the same attitude. This attempt is also the same, whereby, we are simply telling consumers to ‘celebrate Holi with colors and food’. Yes, in our own unique way.”
Watch the film here:
Throwing light on the campaign, Vikram Pandey, Executive Creative Director, Leo Burnett India said, “Do’s and don’ts around festivals can be quite a downer. The brand urges people to look at these ‘rules’ positively with the mantra of ‘KhaoGagan, RahoMagan’, and keep their festive spirits high with great food. While for Diwali we positivized the ban on crackers, we took up ‘Save Water’ for Holi. With quirky execution as the brand language, this one delivers a Happy Holi message that’s like no other.”
Late last year, Gagan Oil had also unveiled a tongue-in-cheek campaign on the occasion of Diwali. The campaign took on the firecracker ban by urging consumers to eat food crackers, instead!
Watch the Diwali campaign below:
AGENCY CREDITS LIST
Chief Executive Officer, Leo Burnett South Asia: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett, South Asia:Dheeraj Sinha
Executive Creative Director:Vikram Pandey
Creative Director: Brahmesh Tiwari
Creative team:Vishal Nicholas, Sanjeev Dalchand Kumar
Planning Head: AjeetaBharadwaj
Planning Director: Aditi Jain
Executive Director and Branch Head – Mumbai: Rakesh Hinduja
Business Head:Oindrila Roy
Brand Associates:Hemal Thakkar, Rohan Mitra
Production House:Sharpener Design
Director and Producer: Hetal and Bianca