Figaro’s ‘Battle of Minds’ campaign advocates use of olive oil in Indian cuisine
Deoleo announced the launch of two new TV commercials (TVCs) for its most popular brand in India, Figaro. Going live on 28th September 2018, the TVCs showcases how Figaro olive oil is the healthy choice in a heart-warming and relatable concept themed ‘Battle of Minds’ that clears the myths around the use of olive oil in Indian cuisines. Figaro currently holds a leadership position with 19 percent market share in the olive oil segment in India.
The storyboard of the TVC has a man and a woman debate with their good and wicked sides on whether they should switch to healthy eating or gorge on junk food. Figaro olive oil is then introduced relieving them of the hassle to decide on the right healthy choice bringing an end to the fight in their minds. The concept leaves the viewers with two powerful thoughts: ‘Eat to Live’ as the message to drive home the thought of living healthy with olive oil and ‘Simply Choose Figaro’ as the punchline that aims to tell us not to make a choice but simply reach out to Figaro for your daily cooking needs. This further establishes the fact that Figaro olive oil is the most trusted brand in India with the highest top-of-the-mind recall.
Speaking on the launch of TVC’s, Susana Toribio Bustelo, Country Manager – India, Deoleo, said, “Figaro was launched in India fourteen years ago and it has the highest recall in the olive oil category. As we surround ourselves with making healthy choices, Deoleo aims to build the brand Figaro with focus on a strong sales force, robust logistics and distribution network. This TVC will only further strengthen our efforts in building the brand Figaro for our Indian consumers.”
Satarupa Majumdar, Marketing Manager- India Operations, Deoleo, said, “India has seen a gradual but steady shift in the use of cooking oil in Indian cuisine right from the early 20th century till date. We have moved from using different kinds of oil including ghee, vegetable oil, sunflower oil and mustard oil but with the introduction of Figaro olive oil, Indian consumers have seen a tremendous change in the way they cook and undoubtedly, the credit goes to the health benefits that it provides. We are not only observing a huge trend but an increasing acceptance pattern of olive oil amongst consumers in India.”
Ajay Uthaman, CEO and Founder of Bounce, the creative agency behind the TVCs, said, “As challenging as it was to talk about the health benefits of olive oil, it was also aimed at eliminating the misconception that olive oil is only for continental salads and pastas and highlight how it can be used for everyday Indian cooking. Creatively, we have tried to bring alive the perfect solution which is not to make a choice at all, but ‘Simply choose Figaro.”
Links to the TVCs :
Version 1: Click here
Version 2: Click here