We are positioning ourselves as an affordable, accessible mass brand: Ajay Motwani
Adani Wilmar Ltd, one of the fastest-growing FMCG companies in India which markets a wide range of consumer essentials under the ‘Fortune’ brand, recently unveiled their new TVC for Alife Soap featuring Bhumi Pednekar. It tells the story of a small-town girl who runs her own beauty parlour and aspires to become big. It celebrates the “natural beauty” attained with the help of Alife beauty soap, which comprises 80 per cent natural ingredients and glycerine.
In conversation with Adgully, Ajay Motwani, Head of Marketing, Media, Trade, Consumer Business, Adani Wilmar Ltd, speaks about the new campaign strategy for their Alife soap brand, roping in actor Bhumi Pednekar as their new brand ambassador and more.
Why have you decided to enter the soap market now and how are you differentiating your product from the competition?
We entered the soap market last year with the launch of the Alife brand. We launched the soap in four fragrances, viz. lily, lime, rose, and sandalwood. We are the largest manufacturer of soap noodles, which is the key ingredient in soaps, in India. This allows us to offer an excellent, industry-beating product at a highly competitive price. What also differentiates us from the competition is that Alife soap comprises 80 per cent natural ingredients and glycerine. To build our presence in the personal care segment, we have recently launched hand wash and sanitizers under the brand name Alife.
Will you focus on pan-India or specific markets for your communication and distribution?
The focus will be pan-India. We always test launch in few focused markets, and gradually scale up our presence. We are doing the same when it comes to soaps, hand wash, and sanitizers.
You have signed on Bhumi Pednekar to be your brand ambassador. How well does she resonate with the target group that you are targeting?
We believe that Bhumi is the perfect fit as the face of a new and young India. Having acted in films with progressive narratives, she effortlessly connects with middle-class women and inspires them to break the stereotypes. The Alife TVC tells the story of a small-town girl who runs her own beauty parlour and aspires to become big. In fact, the TVC’s plot is a lot similar to Bhumi’s own career progression, from an Assistant Casting Director at Yash Raj Films to an actor. It celebrates natural beauty attained with the help of Alife beauty soap, and inspires young women to pursue their dreams.
What will be your media strategy for this campaign? How long will it air?
We are extensively promoting on various platforms.
What was your creative brief to the agency for your campaign?
Our brief was very simple – the TVC should bring alive the proposition of ‘Natural Beauty’. It should be engaging, distinctive and persuasive.
Are you positioning the soap as a premium or mass brand?
We are positioning ourselves as an affordable, accessible mass brand. Be it FMCG or personal care products, it has been our endeavour to provide high-quality products to customers at highly competitive prices. We have done the same with Fortune range of food products, and we aim to replicate the same with the Alife range of products.