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TVC for Bail Kolhu Mustard Oil stars the Gangs of Wasseypur Trio


BL Agro Industries Limited’s mustard oil brand, Bail Kolhu has launched a new TVC featuring the Gangs of Wasseypur Trio including Manoj Bajpayee, Nawazuddin Siddiqui, and Pankaj Tripathi. The ad narrates the struggling story of the trio who became somebody from nobody, just like the 50-year-old mustard oil brand.

The television commercial has been created by a multi-dimensional creative agency, Leads Brands Connect, and has been rolled out the 360-degree communication through print and digital media.

Speaking on the launch of the TVC, Mr. Ghanshyam Khandelwal, Chairman & 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 deliver 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.”

Talking about the different creative approaches of the TVC, Mr. 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.”

“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”, adds Mr. Khandelwal.

Catch the TVC here.


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