Bringing a dose of fun into an otherwise serious category, BN Group, an edible oil manufacturing company, has launched an integrated campaign for its newly launched brand, Nutrica.
In an effort to capture eyeballs and cut through the clutter, the company has moved away from traditional visual cues such as kitchen setups, pouring oil, and dinner table smiles that were staples in most cooking oil ads. Instead, they've opted for a humorous and quirky approach to promote their wellness and fitness cooking oil range.
Titled #JaisaGharWaisaCookingOil (whatever the home, such is the cooking oil) the three product films, created by the Gozoop Group, highlight the benefits of each variant—Nutrica Pro Immunity Oil, Nutrica Pro Energy Oil, and Nutrica Pro Fitness Oil—using three instances where one size definitely does not fit all.
The first film “Naap alag, pant ek” (different sizes, but the same pant) humorously illustrates this as a tailor makes the same sized pants for three men with vastly differing waistlines.
In “Jurm alas, saza ek” (different crimes, same sentencing) an indifferent judge hands out the same punishment for a burglary, a petty theft, and a heinous crime.
The third film “Bimari alag, goli ek" (different illnesses, same tablet) shows a doctor prescribing the same red pill for a stomach ache, kidney stones, and loss of sight.
The result is a quirky campaign that, rather than merely highlighting the specific benefits of oils that cater to different needs in a household, brings a humorous tone to the ads, showcasing human behaviour where different requirements need different solutions and “breaking the box” as explained by Mohit Ahuja, president of Gozoop Group.
Campaign’s take: It's rare to see commodity products like cooking oils venture beyond the typical cooking video format, usually featuring a housewife or mother. This campaign steers clear of shouting about health benefits, peddling products, messy cooking demonstrations, or claims of superior quality. It's a refreshingly unconventional and fun approach to what is often considered a dull category, and we absolutely love it. The films stand out in their ability to reach a new audience; they're memorable, relatable, and honestly, much more likely to be remembered than a traditional ad in this space.
