Fortune Oil campaign rides on election fever to promote purity of its mustard oil

The Fortune Oil commercial draws parallel between adulteration in mustard oil products and the rampant corruption in election funding


The Rs10-crore campaign is targeted at north Indian markets including Delhi-NCR, Punjab and Uttar Pradesh.
The Rs10-crore campaign is targeted at north Indian markets including Delhi-NCR, Punjab and Uttar Pradesh.

New Delhi: Touching upon two of the most discussed current topics—the ongoing assembly elections and the government’s anti-corruption drive is the latest television commercial by Adani Wilmar owned cooking oil brand Fortune.

The commercial draws parallel between adulteration in mustard oil products and the rampant corruption in election funding.

Made by advertising agency Ogilvy & Mather Bengaluru the spot opens in a young political leader’s house (played by Bollywood actor Swara Bhaskar) where her senior party worker Dubey (played by actor Vipin Sharma) is seen convincing her that she should worry about the sources of election funds.

Instead of succumbing to the pressure, she chooses to convey her anti-corruption stand by using food cooked in Fortune Kachi Ghani Mustard Oil as an analogy to state that like food, election funding should also be devoid of any milavat (adulteration).

“Our consumer research conducted in Northern India stated that the biggest concern of women consumers is the purity of oil. They want to buy a brand which can be trusted. Hence, we decided to highlight the purity proposition. The decision to narrate the story from a lady politician’s perspective is inspired by strong young woman politicians like Pankaja Munde or Anupriya Patel who have emerged in the country’s political scene,” said Angshu Mallick, chief operating officer, Adani Wilmar.

The Rs10-crore campaign is targeted at north Indian markets including Delhi-NCR, Punjab and Uttar Pradesh. It will be promoted across television, print and radio.

There will be a heavy focus on outdoor and on-ground activation in various cities like poll-bound cities like Punjab, Haryana and Lucknow where campaign banners are being used on roads, autos and rickshaws.

“Adulteration is the biggest problem mustard oil category faces today. When competitors such as Patanjali harp on the issue, it was time for a respected brand like Fortune to come out with a strong campaign. We chose to highlight relevant and topical issue of election funding by drawing a parallel to adulteration in the product,” Azazul Haque, executive creative director, Ogilvy & Mather Bengaluru

Advertising experts seem divided on their opinion on the campaign. While they liked the idea behind highlighting a topical issue like corruption in election funding, they noted that Tata Tea’s anti-corruption campaign’Jaago Re’ created by Lowe Lintas did a much more convincing job.

“This is very well executed ad and I like its simplicity and usage of a well synced metaphor. The product’s role is well established with a well created parallel with corruption,” noted Jaideep Mahajan, national creative head, Rediffusion Y&R.

However, Anirban Chaudhuri, senior vice-president and executive planning director, J. Walter Thompson, Delhi feels that the link to election fund of political parties is too contrived.

“If this was a serious attempt from the brand one would naturally expect some empowering action to be connected to the campaign. It could be some kind of mechanism to track political contributions otherwise it seems too hollow,” he added.

According to him the Tata Tea ‘Jaago Re’ campaign is a good benchmark because the property that tea brand created not just raised the issue of youth not voting but activated the voter listing efforts on ground as well.

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