Lohiya Group has rolled out a TVC for its Gold Drop brand of sunflower oil. The brand currently has a presence in Andhra Pradesh and Telangana. The film aims to popularise the brand in Tamil Nadu, Karnataka and Maharashtra, informed an official statement. The campaign has been conceptualised by Lowe Lintas Hyderabad.
The film is set in a train compartment. A man comes around taking people’s order for lunch. A young woman asks him what’s for lunch. She seems uninterested and refuses the meal. A family seated nearby meanwhile, is having lunch from home. The wife sees the young woman stealing a quick glance and offers her some of their food. She persists until the young woman gives in and as soon as she takes the first bite, smiling, she questions, “Hyderabad?” She goes on to explain that the food is characteristic of her town, before film describes Gold Drop’s quality of being able to maintain the genuine taste of local food.
Mahaveer Lohiya, managing director, Lohiya Group, said, “We are pleased with all aspects of the brand strategy that was presented to us by the Lowe Lintas Hyderabad team. We are delighted to introduce to consumers the refreshed brand with a striking new campaign. The professionalism, commitment and energy displayed by the agency were truly remarkable. We are sure consumers will be delighted with the exciting new look and also the communication."
Abhijit Ghosh, branch creative director, Lowe Lintas Bengaluru, said, “Being the first campaign for Gold Drop, we wanted to create a compelling story for the brand. Based on the insight that food is a huge part of the cultural identity of any person, we came up with the idea ‘Asli feeling toh apne local cuisine se hi aati hai’. The magic happened with the creative idea of identifying someone's place of origin through the authentic taste of local cuisine. Thereby establishing Gold Drop's purity promise and the fact that the oil does not interfere with the flavours, keeping local food taste pure and authentic.”
A Hindi and regional language edit of the TVC have been created, besides digital and radio legs.
Client: Lohiya Group
Brand: Gold Plus
Creative agency: Lowe Lintas Hyderabad
Creative team: Arun Iyer, Abhijit Ghosh, Romel Joseph, Joseph Praveen, Sumesh S
Account management Team: G.V Krishnan, Anand Narayan, Sudhir Nayak, Sushanth Nakkana
Planning team: Vishal Nicholas, Sujit Patnaik
Production house: Black Box Films
Director (film): Krishnakumar
Producer: Gowri Krishnakumar