Pooja Ahuja Nagpal
Jan 25, 2013

Fortune rice bran oil underlines 100 pc, health propositions

Watch the ad film created by Ogilvy and Mather

Fortune rice bran oil underlines 100 pc, health propositions

Adani Wilmar has released a TV campaign for its Fortune Rice Bran Oil brand. The TVC created by Ogilvy and Mather Bengaluru went on air on 22 January.

Watch the ad film here:

The film highlights the brand's proposition that it is the only 100 per cent rice bran oil in the market. The TVC also makes the claim that rice bran oil has the highest cholesterol lowering properties making it the healthiest oil in world. The campaign targets health conscious consumers from the SEC A tier.

The film is set in a supermarket where a shoot is taking place. A TV reporter faces the camera with the brand and says that Fortune Rice Bran is the healthiest oil in the world. She is repeatedly interrupted by a woman shopper who asks her if it is healthier than the oil can that she (shopper) has in her hands, if the Fortune Oil is good for the heart, why everyone isn't using it if it was so good, and so on. Through the responses of the TV reporter, the brand gets its messages across. The film ends with a voice over, “100 per cent rice bran oil, 100 per cent health.”

On the campaign, Joono Simon, executive creative director, Ogilvy & Mather, Bengaluru, said, “The creative brief was very simple and the entire premise was built on the fact that it is the only 100 per cent rice bran oil present in the market. This communication takes on the competitors who are not 100 per cent rice bran oils but yet claim to be healthy. Thus, we did this in a comparative and witty format instead of a boring one.”

“The ad was executed in a candid manner with a reporter speaking to the camera and a shopper interrupting her constantly. It is interesting and looks more credible than others,” he added.


Client: Adani Wilmar (Fortune Rice bran Oil)
Creative agency: Ogilvy and Mather, Bengaluru
Executive creative director: Joono Simon
Creative director: Arkadyuti Basu
Vice president: Sunita Murthi
Production house: Foot candles               
Director: Tenny Thomas

Campaign India

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