BL Agro Industries’ mustard oil brand, Bail Kolhu, has unveiled a campaign featuring Gangs of Wasseypur actor trio Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi. The film aims to highlight the oil’s brand values – perseverance, purity and dependability – and remaining grounded despite achieving great heights.
The ad shows the life stories of the three actors who worked hard to make a name for themselves. The film shows the stories of their hard work, grit and determination and their commitment to delivering the best performances. Leads Brand Connect has conceptualised the campaign.
Ghanshyam Khandelwal, chairman and managing director, BL Agro said, “Bail Kolhu is the company’s flagship product. With over four decades of supreme taste and consistent quality, Bail Kolhu enjoys a leadership position across many markets. The success of Bail Kolhu is the result of many decades of hard work as well as our commitment to delivering only the purest mustard oil. Just like the real-life stories of our brand ambassadors, the journey of Bail Kolhu started on a very small scale, went through hardships and faced many challenges in its journey. But, with passion and determination, it managed to reach the position where it is today.”
He added, “Bail Kolhu has created a niche market in Uttar Pradesh, Uttarakhand, Delhi NCR and parts of Rajasthan, Haryana and Punjab. The company now plans to set its footprints in Bihar and Jharkhand, where it is currently looking to establish a very strong distribution network”.
Sanjay Srivastava, CEO, Leads Brand Connect, said, “It’s unlike any other cooking oil TVC you will find in the country. Firstly, it has a multi-starrer male cast which is unseen and unexplored in the category. Secondly, it’s very focused on the brand personality rather than sales promotions. You will hardly see any oil shots or cooking shots in the film. The strategy was to celebrate the iconic image of the brand and thus the entire tonality was created around what the brand has achieved over the years.”
The campaign will run on TV, print and social media.