Q] In addition to a tinge of humour and nostalgia, your latest ‘Ghar Ka Khana’ commercial also captures the sights and sounds of delicious home-cooked dishes. What was the basic idea behind it and how did you take it forward?
In our hectic lives, we tend to miss home-cooked meals, especially the ones prepared by our mothers. Research and interactions with people further strengthened this belief, and we decided to say – even while eating out, you miss the food your mother cooks for you. Our campaign is helping us further establish the connection between our range and delicious home-cooked food. After all, food cooked at home is a sensory tease with its smell and sounds. Therefore, we decided to go with the sights and sounds to form a proper connection with home cooked food.
Q] How was it working with the iconic Piyush Pandey for the project?
It is always a delight to partner with Piyush Pandey for commercials. Most of the campaigns that we have developed here, starting from our 2014 Daadi campaign, have been done in collaboration with him. He has been instrumental in designing and developing our campaigns, and it’s always a pleasure to work with the legend. We look forward to the success of the campaign.
Q] Could you shed light on your marketing mix, and also name the mediums that you use to execute your campaigns?
We are a mass brand, meant for the entire household and all segments of consumers. Therefore, you will see that we have a mighty presence on mass media like TV, particularly the regional channels. However, we are equally aware of Digital’s potential, and this is why we have been increasing our spends in this space. We use Digital mediums like Meta, YouTube, and even OTT channels like Hotstar, Jio Cinema, and Zee5. In addition to this, we also spend big on BTL activities. While we aim to be salient in our consumer’s mind, it is also important for us to be present and visible at the point of sale. A significant part of our spends is kept for branding purposes in rural as well as urban areas. We deploy 360-degree visibility across touchpoints, in order to amplify our brand communication.
Q] Please shed more light on your product, Fortune Soya Health Oil, and its differentiating factors.
We offer high quality and affordable products to our consumers, products that are packed and manufactured at state-of-the-art manufacturing facilities. All our products pass through stringent checks, and product quality is something we don’t compromise on. Along with that, a big differentiator that we have created over the last two decades is the availability factor. Our products are available at over 18 lakh outlets. Not many of our competitors can boast exhibiting that kind of presence.
Q] Geopolitical factors and inflation were said to be affecting Indian FMCGs last year. I want to know how the condition is now.
The prices of edible oils have eased out; I would say that they came down significantly last year. Hence, our products have become more affordable. Going forward, we expect the consumption story to continue. Things are getting better and we believe that the coming quarters will be better placed.
