An active family loves to celebrate life: Bunge's Sagar Boke
Gagan Cooking Oils have recently associated with Dainik Jagran as the title sponsors for 'Jagran Konnexion'- an equal streets initiative which aims at promoting a healthy and active lifestyle amongst the citizens of Punjab and Haryana.
‘Jagran Konnexion’ is one such initiative which aims to impart the need of having a healthier lifestyle and to inculcate into our life various fitness related activities. It’s a month long activation wherein Gagan has set up a special ‘Gagan Jashan Zone’ which will organize unique activities every Sunday, from 7th June 2015. The zone will be organizing a host of exciting fun-filled activities ranging from spot dance training (zumba/hip-hop/Bollywood), health check-up camps, power yoga, aerobics and family wars (tug of war, family football, etc.).
Adgully caught up with Sagar Boke, Marketing Head, Bunge India Pvt Ltd, to talk about the execution process of the campaign, their approach on engagement with the consumers and on the brand focusing its attention on healthier living and expansion of the brand in the market and many more. Edited Experts:
The brand campaign of equal streets as a concept is being deployed for the first time in Punjab and Haryana, and the brand has partnered with Dainik Jagran for this initiative for the first time. It’s a 4 week long campaign which is being held every Sunday in 4 cities of Punjab - Amritsar, Ludhiana, Jalandhar & Patiala and 1 city in Haryana - Panipat. The campaign started on 7th June and will end by 28th June. The idea behind the campaign is to participate in everyday celebrations of the consumer’s life.
The most important part of the campaign was to scout for customer engagement ideas around the core brand. Other than the print + radio + TVC campaign, we are also looking at on-ground customer engagement activation which pillared on celebration + activeness. The on ground campaign is supported by pre and post coverage in print as well as pre promotions on radio.notAll this led to a number of integration options and to come up with a special "Gagan Jashan Zone" which aimed at bringing new and relevant experiences to the consumers.
From zumba to health check-ups to power yoga to family wars (sports), this zone will be a place for participants to learn and to inculcate an active lifestyle in day to day life. The responses of the first and 2nd week have been overwhelming and are trying to strive to better this experience in the final 2 week. Thus the activation of the brand fits well with the brand philosophy.
The key operating insight is "An active family loves to celebrate life". The engagement activity done by Gagan is centred on 3 keywords - celebration, activeness & family-centricity.
Gagan range of cooking oils has been launched 3 months back. Even though Equal Streets campaigns has been the first major activation around the brand but in keeping with the core brand thought a number of unique activities are planned to unfold in the near future.
Growth and Market Share of the Brand
Every household today uses multiple cooking media, mainly Refined Oils, Mustard Oil’s, Vanaspati & Desi Ghee. Gagan Oil aims to occupy the larger share of the total consumption of cooking media in a household. Gagan cooking oil with its "Activ 4 Benefits" strives to ensure that the family enjoys its food without compromising on the activeness quotient.
Gagan has been a heritage Vanaspati brand of India, with an unparalleled reach in Northern India. Every household today uses multiple cooking media, mainly Refined Oils, Mustard Oil’s, Vanaspati & Desi Ghee. Gagan Oil aims to occupy the larger share of the total consumption of cooking medium in a household. Gagan cooking oil with its "Activ 4 Benefits" strives to ensure that the family enjoys its food without compromising on the activeness quotient. It will also form a connection with the consumers and will help in the future growth of the brand.
Sagar Boke states “That the initial response to Gagan Cooking Oil has been very encouraging and we believe that it can become a mega-brand in its markets.”
Core of the brand Gagan is on ' Celebration' and good food being the heart of every celebration. Thus, the brand Gagan acts as a catalyst to celebrate life. It offers a range of Oils that offer 'Activ 4 Benefits’. If one is physically active, it shows & reflects in every aspect of life. Thus, Activeness & Celebration go hand in hand. Keeping with thought the initiative will help in taking a step closer in establishing the ‘Gagan Activ’ movement through which it aims to promote the concept of 'being active' and leading a happy & healthy life.
Commenting on this exclusive initiative, Mr Sagar Boke, Marketing Head, Bunge India says," Gagan® Cooking Oils with its Activ 4 Benefits stands for actively celebrating every moment in life. Keeping activeness and celebration in mind we have partnered with Jagran Konnexion which is brilliant initiative encouraging community participation through fitness related activities. We have also set up a special Gagan® Jashan Zone which will conduct fun workshops and competitions every Sunday for the citizens. This initiative will bring us a step closer in establishing the Gagan Activ movement through which we aim to promote the concept of fitness and leading a healthy lifestyle to every individual."