India is still the beginner in Mayonnaise industry: Oliver Mirza, FunFoods

Dr. Oetker India Pvt. Ltd. was established in 2007, and has made a mark for itself in continental condiments space. It acquired FunFoods in 2008, a leading purveyor of western cuisine in India. FunFoods is now a leader in offering western cuisine in India. The product range includes mayonnaises, sauces, spreads, salad dressings, cakes, dessert toppings amongst others. FunFoods, in its first ever advertising campaign for their brand announced Bollywood actress & Celebrity Master Mom, Sonali Bendre as the brand ambassador.

Bringing to life FunFoods proposition of ‘Food Mein Daalo Magic, the TVCs bring alive the brand’s philosophy of adding ‘fun and taste’ to daily menu options, making it exciting for the entire family to consume. The ad-campaign introduces the magic that consumers can add to their food with FunFoods Mayonnaise in a quick & convenient manner, inspiring them to experiment with their culinary skills every time they step in the kitchen.

The TVCs are set in a modern household kitchen. The plot revolves around a mother who is struggling to create delicious, mouth-watering dishes for her family. She is in utmost confusion and despair when three international chefs in their own signature style and peppy jingles reveal their secret ingredient, which is FunFoods Mayonnaise. The idea is to show how mayonnaise can be used to add magic to breakfast, lunch and snack time dishes. The ad captures how the chefs take Sonali through the transformation journey with FunFoods Mayonnaise to help her satiate the taste buds of her family.

Adgully got a chance to talk to Oliver Mirza, Managing Director & CEO, Dr. Oetker India and discuss in detail about advertising campaign, mayonnaise market in India and future plans.

Adgully: It is indeed a meaningful campaign. Tell us more about the campaign and was the concept developed in-house or outsourced?

Oliver Mirza: After a lot of consumer research and discovering key issues in cooking, we have come up with this advertising campaign with Scare Crow Communications. When you look abroad especially countries like US, UK and Germany which are top consumers of Mayonnaise, you will see that not many people in India are aware about Mayonnaise. If you go to local shops and ask for it, not all shopkeepers will understand. This we want to change and make people aware that Mayonnaise can add taste to even routine dishes and that too in an easy way.

Adgully: And what about the rationale behind signing Sonali Bendre for the TV campaign?

Oliver Mirza: Sonali is a perfect fit for the brand as she epitomizes our brand ethos and we believe that the consumers will relate with her as she is a new age mother and also a career oriented woman. She understands the lack of quick appetizing food choices in daily life and knows that these are common across households in India.”

Adgully: What kind of target audience you are looking at?

Oliver Mirza: Imagine cooking Aloo Paratha in morning, it can really be tedious task especially for working women. Our products can be used by New age-women, smart mothers, homemakers and working professionals who are constantly struggling to motivate their kids and families to eat homemade food. The ad campaign addresses the daily dilemma of “how to make everyday food tasty?”

Adgully: And do you think the use of Mayonnaise can be expanded beyond Metros in India?

Oliver Mirza: Yes, I agree it is urban product but it can definitely be used in all states. It is for a modern homemaker staying in nuclear family, for someone who needs to find time for herself and for a woman who wants to add twist to mundane dishes. Our products focus on providing quick and simple solutions and can be used with sandwiches, burgers, etc.

Adgully: And what about the Media Mix for the advertising campaign?

Oliver Mirza: With our foray into advertising, we aim to enlarge the consumer base to include those who enjoy western taste in their food but struggle making it at home as they do not have the right ingredients i.e. western sauces and spreads. We are confident that the 360 degree campaign will make consumers aware of these western sauces & spreads from FunFoods thereby increasing the overall market itself. The pan India campaign consists of three television commercials and each talk about a different Mayonnaise variant namely, Veg, Tandoori and Burger. Though, 89% of advertising will be through television, the ad campaign will be supported by an extensive 360 degree marketing approach including OOH, digital, print and social media engagement. Consumer outreach shall include usage awareness through recipe brochures, recipes videos both on TV as well as YouTube and on-ground activation through consumer exhibitions.

Adgully: With this campaign, are you trying to compete with ketchup market in India?

Oliver Mirza: See, it is not about competing with them. Yes, ketchup is used widely in India. But we are not trying to tell people not to use ketchup and use Mayonnaise. I think both are not substitutes but complementary products.

Adgully: Many people still think that Mayonnaise is high in fat content and therefore stay away from it?

Oliver Mirza: We believe in decentralization. In India we have 8 variants 1 being with egg. We have also identified that Garlic is integral flavor in India and people love Garlic here. Coming to your question, we have mayonnaise for everyone. So for calorie conscious people, we have Diet Mayonnaise and Mayonnaise Olive Oil which contains very less fat content.

Adgully: What is your road map for FunFoods for the next five years?

OM: If you see, India is still the beginner in Mayonnaise market. If you look at to other countries, the opportunity is as high as 2 Billion dollar market. But in India, it is just 100 crore market whereas ketchup is pegged at around 1000 crore. Right now, the consumers are just four million in India and our target is to reach from 4 million consumers to 18 million consumers in next five years. This is definitely a big target and will take time to accomplish this target.