Vinod Cookware carry out a multi-channel ICA campaign

Vinod Cookware- one of India’s promising kitchenware brands, along with its AOR, Network Advertising, is going mainstream by partnering with Whisper Media for a series of In-Content Advertisements (ICA) on popular Indian TV channels, this festive season. In addition to the ICA ads, the brand will also be running quarter-page ads in mainline newspapers 'Hindustan Times’ and ‘Hindustan’ to promote its Platinum Series and Pressure Cookers.

To maximize brand reach among the target audience, Vinod Cookware and Network Advertising have collaborated with the global leader in digital brand integration, Whisper Media for its second festive campaign in two years. Such ICA will assist the company in integrating its brand message throughout the TV program without deviating the audience's interest from the show. The ads will be aired in high-TRP programs such as Imlie & Pandya Store on Star Plus, Swarna Ghar & Sasural Simar Ka 2 on Colors, Taarak Mehta Ka Ooltah Chashmah & Pushpa Impossible on Sony SAB TV, Bade Achhe Lagte Hain & Mere Sai on Sony TV (SET), KumKum Bhagya & Bhagya Lakshmi on Zee TV, and other 11 shows. The ads would also be seen in Hindi movies and Hindi news channels like Star Gold, Sony MAX (SET), India TV, and News18 India. With an intent to retain the positive brand awareness of Vinod Cookware as a trusted and intelligent cookware partner, the brand will also explore Print and Digital media, along with TV ads.

Priya Jacob, President- Media, Network Advertising Pvt Ltd, said “The campaign is designed to maximize the Reach of the brand’s promise of being intelligent cookware in our target markets. We believe that this campaign will establish Vinod Cookware as a trusted and intelligent cookware partner for our consumers.”

LS Krishnan, CEO & Director, Whisper Media India, said “Vinod Cookware has associated with Whisper Media In Content Advertising (ICA) since its inception and it is heartening to know that the format has worked for them. Vinod Cookware has been a pioneer in using this format and this reflects its ethos in doing disruptive innovations, be it on the product side or Media. The attention that Whisper ICA delivers enhances the message and brand recall in the era of clutter and short attention spans. We are privileged to be associated with Vinod Cookware.”

Commenting on the partnership, Sunil Agarwal, Director, Vinod Cookware, said, “Given the incredible response Vinod Cookware had received for its previous ICA campaign, we decided to explore digital and print media as well this time. The goal is to increase brand awareness by optimizing various platforms to increase recall value among the target audience. We are excited to partner with Whisper Media again to execute this campaign through In-Content Advertising.”