The Womb poses tough questions in new campaign for Sunny Oil
The Womb’s latest campaign for Sunny Oil focuses on addressing tough situations faced by women at home which most often are pushed under the rug.
Women play a very critical role as ‘equals’ in modern households. And as ‘equals’ there are times when women have to take tough decisions. And in these tough times they are bombarded with opinions from family & friends. In this confusion, our belief is that it is the inner instinct rather than external advice which helps a woman in making the right decision.
Sunny Oil’s latest campaign highlights such difficult situations faced by women. In their 3 spot campaign the first spot brings alive a situation in which a mother finds out that her teenage son is watching porn on his mama’s cellphone. Another other spot showcases a woman who’s going through a pregnancy complication – and she has to make a choice – should she keep the baby, or not. The third spot focuses on building the product’s immunity credentials’.
Along with TV & Cinema, other media including retail, digital and social will amplify the brand’s new point-of-view.
Commenting on the new campaign, Prashant Sarwade – Head of Marketing, Frigorifico Allana Pvt Ltd., said, ‘Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki brings in a fresh perspective and attempts to break the stereotypical “smile karti hai, khana pakati hai” imagery of the women. It is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.’
Kawal Shoor – Founding Partner, The Womb, had this to say, “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonize her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly, with ‘Life Aapki, Recipe Aapki’ ”
Suyash Khabya – Creative Lead, The Womb, added, “Instagramable food shots, ingredient product benefits or gyan to women. That’s how brands are advertising to women today! Here we are neither judging them nor are we showing them in fancy cooking setup or in slow motion oil pouring shots. The Life Aapki, Recipe Aapki campaign is a radical, fresh take. The whole idea is to trigger conversations, help women open up and empower them. As for the two specific situations in the films, we through hazar vulnerable ones to finally pick these, as we believe every woman will instantly connect with them. And yes, hats off to Varma (Director, Nirvana Films) for his deft handling of the sensitivity and keeping the tone of the campaign as real as it can be.”
International Sunny Oil is the flagship brand of Frigorifico Allana Private Limited, the Consumer Products division of the Allana Group that was established in 2013 in India. Within a short span of few years, it has successfully launched many world class food products that cater to both consumers and industrial businesses in categories like edible oils, bakery ingredients and bakery fats. It also markets London Dairy, a premium ice cream brand amongst others.