Leonardo Olive Oil, marketed by Dalmia Continental, has unveiled a high-decibel campaign for this festive season. The campaign, designed by Euro RSCG, is pegged on the slogan ‘Join the Change. Go Indiano’ and is “conceived as a movement, advancement, a change”. The company is expected to spend a total of Rs. 60 crores towards its marketing initiatives in the five years from 2011-12 to 2015-16.
“The country’s top agencies pitched for this campaign,” informed VN Dalmia, chairman, Dalmia Continental. “We found the creative ideas presented by Euro RSCG to be fresh, powerful and in line with our overall strategy for Leonardo,” he added.
The agency informed that the word ‘Indiano’, which means ‘Indian’ in the Italian language, stands for an entire lifestyle of eating healthy and living well, the way the Italians do, but in an Indian context.
Commenting on the campaign, Sheel Saket, vice president, Euro RSCG India, said, ‘The idea ties these together through the semblance of cultural similarities between India and Italy. Whether it is our love for food and get-togethers or the importance given to family or the rash driving in a hurry to get nowhere or the laidback attitude to life, we are alike in many ways and love the same things. Leonardo Olive Oil stands for this spirit of life. In our campaign, we will showcase the similarities between Italy in India.”
“The focus of our communication is to break the myths around the product and highlight the degree of goodness vis-a-vis regular edible oil. Using this oil is a wholesome experience beyond just being best in taste and best for health. Then why should only the richer few have it? We want to spread the goodness to the masses,” he added.