Nilon introduces Szechuan Chutney with a quirky ad campaign

Tunni Bhaiya is back and this time it's Szechaun Chutney. Nilon’s, one of India’s leading processed food company, expanded its Chinese range portfolio with Szechaun chutney. The company has come up with another interesting advertising campaign under the tagline- ‘Isme Pyaar Mila Hai’ featuring the famous Tunni Bhaiya aka Pankaj Tripathi. 

The campaign in a humorous way emphasizes the superior quality ingredients and attention to the smallest detail that goes into making Nilon’s chutney products. The campaign features Pankaj Tripathi playing the role of a good-at-heart gangster who is obsessed with cooking and uses his cooking skills while explaining the meaning of love in his unique style and ensures that the guest leaves only after eating the meal made by him. 

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Speaking about the campaign, Dipak Sanghvi, Managing Director, Nilon’s said, “ The series of our advertising campaign has got people hooked on the character of tunni bhaiya portrayed by Pankaj Tripathi. We wanted to communicate the product usage, its quality ingredients and the process of making authentic products in a very fun and entertaining way, with lots of drama. We found perfect synergies with Pankaj Tripathi as our brand proponent since both shared passion for doing things well along with the secret ingredient called love. With this new ad campaign, we focus on the expansion of our Chinese category range and reiterate our commitment towards providing our patrons with only the best products made out of quality ingredients. Our tagline ‘Isme pyaar mila hai’ for the campaign perfectly reflects our brand ethos, everything we stand for.” 

Nilon’s range of innovative products and new-age quick food options in the Chinese  product range category includes Szechaun Chutney, chowmein masala, soya sauce, red and green chili sauce and others   

Talking about the product and the overall category Dipak Sanghvi added, “A recent report projected the overall market for Chinese, Hot and Barbeque Sauces in India, to reach more than Rs 700 crore in the year 2022-23. The Chinese product category has been witnessing more than 15 % CAGR growth. With our range of Chinese products, we wanted to make it a point to replicate all the authentic at-home processes behind the recipe to the commercial manufacturing facilities.  Even the key ingredient pepper which is required for Szechaun Chutney is sourced from the far northeastern farm fields to ensure only the best quality and authentic product reaches the consumers.” 

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Nilon’s follows high and stringent standards of manufacturing and emphasizes the use of food-grade multi-layered packaging material to retain the freshness of the products over a longer period. Packaged in a contemporary and attractive 40gm sachet, 80 gm reusable spout pack and 250 gm bottle pack, the product will be available across the length and breadth of the country in all general trade.

Campaign Credits: 

• Brand Name: Nilon’s  
• Campaign Name: ‘Isme Pyaar Mila Hai’
• Campaign elements: Digital Content
• Creative agency: Ogilvy India

Production Company: Tubelight Films