Mumbai: Tirupati Sunpride Sunflower Oil, a promising name in the edible oil industry, is currently running a 360 degree advertising campaign. They have recently roped in Bollywood celebrity SonamKapoor as their brand ambassador, to represent the ‘healthy’ attribute of the oil. Tirupati Sunpride Sunflower Oil is for the new age consumer for whom health comes first. To reinforce this positioning in the consumers’ minds a holistic campaign was designed and is currently being executed across the Hindi-speaking markets.
This integrated campaign currently running across various media, includes advertising in select regional and National TV channels and high frequency Radio spots (with sound bytes of SonamKapoor). It also features interesting outdoor executions and innovations. The BTL campaign involves ambient advertising in multiplexes, clubs, mall branding, airport branding, housing society activations and retail activations.
According to Mr. Priyam Patel, Vice President- Sales & Marketing, Tirupati Sunpride Sunflower Oil, “The campaign had to bring forth the premium positioning of the brand, with focus on the health benefits. It warranted a celebrity that would fit the brand’s tagline – ‘my pride of good health’ and SonamKapoor fit the bill perfectly. She is known for her passion for fitness and appeals to our TG which is NCCS A and B. She lends her characteristic confidence, charm, credibility and distinctive style to the brand, apart From her image as a health conscious person. With this campaign we aim to change the perception of the brand. We intend to reach more states and subsequently have a larger pie in the market share of the edible oils category. We are certain that this campaign will give us higher brand recall and eventually result in higher sales volumes”.