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Tag: Bail Kolhu

  • “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    “Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal

    Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.

    In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.

    The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.

    The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.

    Indiantelevision.com caught up with BL AGRO managing director Ashish Khandelwal, who discussed the creative process behind the campaign and much more…

    Edited excerpts

    On the initial brainstorming and creative process behind the campaign

    The initial brainstorming began with the recognition that elections are celebrated as festivals in our country. People across the nation participate in elections and cast their votes with great enthusiasm. How could a legendary brand like Bail Kolhu stay silent when we had a chance to make a significant impact? Our agency Leads Brand Connect, came up with the #ChunoSahi campaign idea to encourage mindful voting and the selection of the right candidates. The agency conceptualized an entire 360-degree plan to make a grand entrance and open the eyes of voters, particularly targeting young voters. During our research, we identified numerous issues that needed attention. However, we decided to focus on three crucial aspects: Grand Commitments of Leaders and Parties, Alluring Voters, and Lack of Basic Civic Necessities.

    Through the #ChunoSahi campaign, we aimed to create a powerful and resonant message that would inspire voters to think critically about their choices. The campaign employed a variety of strategies, including social media outreach, influencer partnerships, and engaging content, to ensure widespread reach and engagement along with the messages on Television and Radio.

    On Leads Brand Connect contributing to the campaign, and their role in bringing the idea to life

    Overall, Leads Brand Connect’s role was instrumental in bringing the campaign idea to life. Their comprehensive approach, from strategic planning to execution and analysis, ensured the campaign’s success and helped the brand achieve its marketing objectives. The trusted agency planned everything from films to digital strategy to collaborations with influencers.

    They crafted compelling narratives and designs that resonated with the target audience, driving engagement and brand recognition. Their proactive approach to monitoring and analysis enabled timely adjustments, ensuring maximum impact and ROI. Moreover, their collaborative spirit fostered strong partnerships, amplifying the campaign’s reach through strategic collaborations. In essence, Leads Brand Connect not only executed the campaign but also elevated it to new heights, leaving a lasting impression on both the brand and its audience.

    On strategies you used to achieve such widespread reach across various platforms

    We implemented a multifaceted strategy that focused on targeted ad campaigns, tailored content, and strategic collaborations. Our targeted ad campaigns used audience segmentation and behavioral insights to create effective ads. We partnered with credible influencers in food and politics segment, who shared tailored content aligned with our message.

    On #ChunoSahi standing out and achieving a significant impact

    #ChunoSahi stood out in a crowded election campaign landscape due to its unique approach to tapping into the most serious issues Indian citizens faced during the election season in a comic satirical manner. Each ad film was targeted on a unique set of issues: the first one was centered around Neta ji’s bragging promises, the second on disappearing promises post-election, and the third on vote-buying tactics emphasizing the importance of mindful voting.

    On the campaign influencing future marketing strategies within the FMCG sector

    The #ChunoSahi campaign is poised to have a significant influence on future marketing strategies within the sector. By emphasizing the importance of making informed choices, the campaign taps into consumers’ growing demand for transparency and authenticity. This shift towards empowering consumers with knowledge about products aligns with broader industry trends towards sustainability and ethical consumption. FMCG brands are likely to increasingly adopt similar strategies, focusing on transparency, product quality, and social responsibility to build trust and loyalty among consumers. Additionally, the campaign’s success in leveraging digital platforms and engaging with influencers underscores the importance of omnichannel marketing and the integration of social media in FMCG marketing strategies. Overall, the #ChunoSahi campaign sets a compelling precedent for FMCG brands to embrace consumer-centric approaches that prioritize integrity, sustainability, and meaningful engagement.

  • Bail Kolhu’s #ChunoSahi campaign breaks the internet with unprecedented reach and impact

    Bail Kolhu’s #ChunoSahi campaign breaks the internet with unprecedented reach and impact

    Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.

    In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.

    The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.

    The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.

    The impactful campaign, which intricately weaves humour and societal responsibility, has transcended the boundaries of traditional advertising. It has sparked a significant dialogue about the importance of making informed decisions, not only as consumers but also as responsible citizens. This pioneering approach has not only differentiated BL Agro from other brands but also cemented its position as a leader in both the FMCG sector and social advocacy.

    BL Agro MD Ashish Khandelwal expressed his pride in the campaign’s achievements: “At BL Agro, we have always believed in fostering a society where citizens are actively engaged in shaping their future. The #ChunoSahi campaign reflects our commitment to authenticity and responsibility. It is heartening to see how this initiative has inspired people to think critically

    about their choices and take actions that are informed and not rote. We are proud to be the only FMCG company to have launched such a concept during this crucial election period.”

    Leads Brand Connect managing director Richa Khandelwal, shared her thoughts on the campaign’s success: “The impact of #ChunoSahi has been phenomenal. Our goal was to create a narrative that resonates deeply with the audience, urging them to reflect on their choices. We are thrilled with the positive reception and the thoughts and conversations it has generated. The campaign once again proves that there is driving power in creative storytelling to bring about social change.”

    The resounding success of #ChunoSahi highlights the influence of innovative storytelling and its ability to fuel meaningful engagement. As Bail Kolhu continues to push the boundaries of marketing, it remains committed to delivering impactful movements that foster positive change.

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  • “As citizens of India, it is incumbent upon us to collectively make informed choices”: Ashish Khandelwal

    “As citizens of India, it is incumbent upon us to collectively make informed choices”: Ashish Khandelwal

    Mumbai: The foundations of B.L. Agro Industries Ltd. dates back to pre-independence era when Mr. Kishan Lal Khandelwal and Mr. Bishan Lal Khandelwal started a commodity trading business in a small town of Uttar Pradesh.

    Presently led by Ghanshyam Khandelwal and Ashish Khandelwal, BL Agro has seen an immense growth from a small trading business to one the leading FMCG players in India. BL Agro has gained an unmatched, in depth insight of the industry and the continuously evolving consumer needs.

    Recently, Bail Kolhu, from the house of BL Agro Group, has introduced a thought-provoking #ChunoSahi campaign on all social media platforms. Against the backdrop of election fervour, the campaign tells a tale that goes beyond consumer choices into the heart of civic responsibility. It paints a vivid picture of the familiar spectacle of promises cascading like confetti during political seasons and urges citizens to exercise their civic duty with discernment.

    In launching the #ChunoSahi campaign now, Bail Kolhu strategically responds to a crucial juncture in the societal landscape, where consumer mindsets are evolving. The campaign leverages this opportune moment to foster a dialogue about the importance of making informed decisions, not just in the kitchen but also when it comes to overall societal mindfulness.

    Indiantelevision.com caught up with B.L. Agro Industries Ltd managing director Ashish Khandelwal, where he shared more insights regarding their campaigns and more…

    Edited excerpts

    On this campaign resonating with your perception of civic responsibility amidst the election fervor

    As citizens of India, it is incumbent upon us to collectively make informed choices, whether in our day-to-day activities or during critical events like elections. The #ChunoSahi campaign underscores the crucial significance of making well-considered decisions for the advancement of our nation. Just as we meticulously choose ingredients for our meals, we must exercise the same kind of diligence in selecting leaders who will steer the country towards prosperity and growth.

    On consumer choices intersecting with civic duty, as portrayed in the campaign

    Our decisions as consumers are not just about personal preferences; they reflect our values and beliefs, shaping the direction of our society. By advocating for conscious decision-making in both consumer products and political leadership, the campaign highlights the profound impact individuals can have on the collective well-being of our nation. It underscores the idea that every purchase and every vote counts, influencing the trajectory of our country towards progress and prosperity.

    On storytelling aspect of the #ChunoSahi campaign impacting your perception of civic engagement compared to traditional awareness campaigns

    By crafting compelling stories around the imperative of making thoughtful choices, #ChuoSahi resonates more profoundly with audiences, eliciting emotions and encouraging introspection. This narrative-driven approach not only captivates attention but also makes civic engagement more relatable and accessible to a broader audience.

    By medium of storytelling, the campaign connects on a deeper level with individuals, transcending mere information dissemination to evoke empathy and understanding. By portraying scenarios where choices matter, the storyline prompts viewers to reflect on their roles as citizens and consumers, fostering a heightened sense of personal responsibility and empowerment. We have tried to humanize complex civic issues, making them more digestible and relevant to everyday life. By depicting relatable characters and situations, through the campaign we’ve attempted to bridge the gap between a concept and real-world experiences, fostering a stronger connection between the audience and the message conveyed.

    In essence, the overall narrative of #ChunoSahi campaign serves as a powerful tool for driving individuals to recognize their agency in shaping the future of their community and nation.

    On campaigns like these having the potential to influence broader societal attitudes towards civic engagement

    Campaigns such as #ChunoSahi undoubtedly possess the capability to shape broader societal attitudes towards civic engagement. Through compelling storytelling and relatable messaging, we’ve tried to motivate individuals to assume an active role in molding the trajectory of our society. The overall achievement of this would be cultivating a culture of informed citizenship and collaborative action, propelling us toward a more engaged and empowered populace.

    On the current political climate and some of the most pressing issues that citizens should prioritise when exercising their civic duty

    Given the prevailing political landscape, citizens must prioritize critical issues like economic development, poverty alleviation, social equality, and environmental sustainability as part of their civic responsibility. These challenges are paramount for the comprehensive advancement and welfare of our nation and demand careful discussion and concerted efforts from both leaders and citizens alike. By emphasizing these matters, we can strive towards fostering a more inclusive, prosperous, and sustainable future for all Indians.

  • Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    Gender inequality is more rampant in rural areas: BL Agro’s Richa Khandelwal

    When was the last time you saw an ad featuring not one, not two, but three mainstream male actors in the kitchen, donning aprons to cook up a storm? BL Agro’s latest brand film for its flagship mustard oil brand Bail Kolhu, aptly titled ‘Rasode Mein Mard Hai’ does just that by showcasing the three versatile talents of Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui cooking with flair-relishing and savouring every step of the process, right down to serving their preparation. 

    While several brands have championed the cause of gender equality before, what makes this particular campaign special and sets it apart is the fact that it is led by a brand rooted in the HSM (Hindi Speaking Market) hinterlands of Uttar Pradesh with a target audience that comprises primarily of rural and semi-urban consumers. The name Bail Kolhu itself has a strong native ring to it with its genesis ingrained in the traditional process of extraction of the ‘Kachi Ghani’ or mustard oil.

    So what led the desi edible oil brand to undertake this atypical campaign for its cooking oil product? BL Agro spokesperson Richa Khandelwal tells IndianTelevision.com in an exclusive chat.

    The brief given by the brand

    “We wanted to take a very different path than the usual suspects,” says Khandelwal, adding, “Rather than picking up one of the regular marketing concepts, we wanted to associate Bail Kolhu with a social agenda to create an image of a brand that genuinely cares and thinks about its customers.”

    Talking about the title, Khandelwal says, “We, along with our creative agency, Leads Brand Connect, played around with quite a few hashtags and titles, such as #HaathBataaoSaathPakaao, before we set the seal on #RasodeMeinMardHai, because it both resonates well with the semi-urban and rural population and has a stark appeal and recall value.”

    The campaign was an in-house collaborative effort of the creative, production, and media teams, with Leads Brands Connect executing the entire TVC, from concept to film production.

    Enlisting the three Bollywood actors

    “Hailing from Bihar and Uttar Pradesh, the trio was a brilliant brand choice because they are idolised in this Hindi-speaking belt,” says Khandelwal. 

    With the problem of gender inequality more rampant in rural areas, the three Bollywood actors become the perfect fit. “We could have enlisted any celeb face to break the doctrine that men can’t share the load in the kitchen. But we specifically chose Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui because they were the right megaphones for the concept,” she tells.

    The TVC is the launchpad for the first leg of the campaign, which will last three months, and which was unveiled by actor Pankaj Tripathi at a press conference in New Delhi to get the conversation rolling.

    “Launched earlier this month, the campaign has led to a knock-on effect with people from all walks of life and consumer cohorts responding to the ad film,” says Khandelwal. “While women are applauding Bail Kolhu for championing the cause that men should be cooking too, men are actually beginning to think about it,” she adds.

    The thought behind the concept

    Interestingly, Covid-19 became the germination point behind the #RasodeMeinMardHai concept to advocate the fact that men should be cooking too, reveals Khandelwal. “During the initial lockdown men actually became active participants in the kitchen, gradually taking on cooking chores. But with the waves dying down, the situation bounced back to the pre-covid era, with only 6.1 per cent of men participating in the kitchen,” she says, adding that, “essentially, the plight of women did not change an iota.”

    The limited portrayal of men in ads centred around the home and kitchen has further served to reinforce the belief that cooking is solely a woman’s responsibility. “By talking about it through more responsible advertising, we wanted to normalise the issue and bring about functional change,” Khandelwal asserts.

    Media marketing strategy behind the campaign

    The TVC is largely focused on television with the time-slots chosen for the TVC not par for the course. The brand is going aggressive on spending on news channels to capture male viewership on TV, while the #RasodeMeinMardHai campaign is digital-first. The ad spend ratio is 60:40, with the smaller portion dedicated to traditional media and the larger portion to digital media.

    Khandelwal says since radio is also a potent medium in the markets where Bail Kolhu has a major presence – largely in rural and semi-urban areas – the brand will focus on the radio for its marketing campaign. “Besides jingles, we are roping in RJs to promote the messaging and contests for listeners.”

    A long-term goal

    The campaign is not a one-off to nudge the industry towards more progressive gender narratives or tokenism for the just-passed Women’s Day, emphasises Khandelwal. “We’re going to make it a key focus area for the brand to give the messaging more breathing space.” The brand plans to turn it into a multi-year agenda where it will move from the ground up to bring true winds of change. In the pipeline are also outdoor activities that become the “rocket fuel to bring real and tangible” transformation on the ground.

    “Although names cannot be disclosed at such an early stage, expect to see more macro-influencers and more celeb faces. Since it’s a social cause, a multitude of people are interested in contributing, not for monetary gain but for the cause itself,” adds Khandelwal.

    Meanwhile, the Uttar Pradesh-headquartered edible oil and food products company has been on an aggressive market expansion mode and has since expanded its horizons into the nearby territories of Rajasthan, Uttarakhand, Delhi, and recently also ventured into the Southern state of Karnataka.

  • Bail Kolhu’s new campaign urges voters to ‘choose right’ this election season

    Bail Kolhu’s new campaign urges voters to ‘choose right’ this election season

    Mumbai: To choose the right candidate this election season, FMCG company BL Agro through its signature brand Bail Kolhu, has announced the latest campaign #ChunoSahi, on all social media platforms. ‘ChunoSahi’ means ‘choose right’ as Bail Kolhu tries to advocate the cause specially amongst young voters to select the right candidate for the country.

    The campaign, ideated and conceptualised by the Noida-based Leads Brand Connect agency, is strategically designed during this election season where the brand aims to spread the message of ‘duty to vote thoughtfully’ to the young voters. The objective of the campaign is to create awareness on the importance of voting, especially for first-time voters.

    The ad film portrays how a mother educates her young son to select the right candidate for the country, the way she chooses pure and quality edible oil from the market to keep the family healthy.

    “This campaign ‘ChunoSahi is aligned with our brand’s identity and message to our consumers,” said BL Agro managing director Ashish Khandelwal. “We want to show consumers through this digital campaign how selecting the right thing can make a huge difference. We hope young voters will be encouraged to make the right choice.” 

    BL Argo has launched the election campaign for the brand Bail Kolhu and is planning to take the company to the next level through aggressive marketing strategies and brand positioning, resulting in consumer awareness on BL Agro’s products across India, stated the company. 

  • BL Agro expands retail footprints in South India

    BL Agro expands retail footprints in South India

    Mumbai: North India-based edible oil and food products company BL Agro Ltd has now expanded its horizons to South India. Rooted in Uttar Pradesh, the company has been on an aggressive market expansion mode since the beginning of this year and has since ventured into states of Delhi, Rajasthan, Uttarakhand and now Karnataka. In the state, Bengaluru is the first city the company has zeroed in to set its base, given the market demand and opportunities.

    In Bengaluru, the company has tied up with two super stockists and has deployed its team to ensure ‘Nourish’ products are readily available in the retail market. The company wishes to penetrate and mark its presence across mom-n-pop stores, supermarkets, and wholesalers in the city. The products can also be purchased from the company’s website.

    BL Agro plans to market its brand ‘Nourish’ in Bengaluru through a series of ATL and BTL activities. The company had recently announced a marketing push worth Rs 150 crore to fuel the expansion plans of the company and drive aggressive growth pan-India, said the statement.

    BL Agro, managing director, Ashish Khandelwal said, “We have gained and retained the trust of consumers in Northern India, and this forms the very foundation of our expansion to the southern part of the country starting with Bengaluru. I am confident that our food products brand ‘Nourish’ that promises wholesome nutrition, will gain the same goodwill as our signature legacy mustard oil brand Bail Kolhu”.

    BL Agro, national head, Sanjeev Tripathi said, “Our foray into Karnataka market is a part of our strategy to expand our footprint in the southern part of India, very soon we will expand our reach to Goa and Hyderabad market.  As a part of Healthy India campaign, we remain committed to offering the best of the grains available across India using the best and latest of the technology through our brand Nourish and Bail Kolhu.”

  • BL Agro’s ambitious Rs 150 crore expansion plan

    BL Agro’s ambitious Rs 150 crore expansion plan

    Mumbai: BL Agro Industries Limited, one of the fastest growing edible oils and food products companies in India, with a turnover of Rs 2500 crore is on an aggressive expansion mode with extensive brand endorsements to reach out to target audiences.

    The company which recently launched TVCs for its brands, Bail Kolhu and Nourish has rolled out its marketing plans for the fiscal year 2021-22. The company will invest in a media mix of mainline, digital and innovative media vehicles led by Television, to create brand positioning resulting in consumer awareness and demand for BL Agro products across India.

    “Our company is on an aggressive B2C expansion spree with a keen eye on profitable incremental growth and sustained capability, which can be achieved through proper marketing strategies” says BL Agro managing director Ashish Khandelwal. 

    “To take the brand to the next level through marketing and proper messaging, we have earmarked a media budget of Rs 150 crores for the current year. With a vision to contribute to the nation’s agro-economy, we would be channelizing our capacities through a manifold approach to reach out to the maximum audiences,” Khandelwal added.

    BL Agro’s brands include Bail Kolhu, a 50-year-old product, and Nourish that envision a growing need to add nutrition to the consumers’ daily food habits. The company recently on-boarded Nawazuddin Siddiqui, Manoj Bajpayee, Pankaj Tripathi and Shilpa Shetty for its brands, says BL Agro brand spokesperson Richa Khandelwal.

    “The entire range of BL Agro products are (meant) for all age groups, across different strata of society, and therefore it is imperative to be on every media. Television still holds the maximum mileage, where spends would be close to 60 per cent, followed by the print/radio/OOH, digital and online media besides other media such as public relations and influencer marketing,” adds Richa. 

    BL Agro consistently produces nutritionally well balanced quality food products using state-of-the-art technology that provides substantial support to Indian farmers. The company has a wide portfolio of food products and relies on agricultural value chains to procure raw materials at scale thus boosting farmer incomes. The company also aims to empower farmers and drive long-term growth through creation of infrastructure to support the agro-industry.

    At the same time, with expansion of such a magnitude, BL Agro is contributing considerably in the domain of employment generation. The company already has a work force strength of about 5000, including a huge field force, with this number set to rise in times to come. 

  • ‘Gangs of Wasseypur’ trio gets into the oil business with Bail Kolhu

    ‘Gangs of Wasseypur’ trio gets into the oil business with Bail Kolhu

    NOIDA: BL Agro has secured a multi-starrer brand endorsement with Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi as the faces of the company’s 50-year-old brand, Bail Kolhu.

    The actors of Gangs of Wasseypur fame will endorse Bail Kolhu Kacchi Ghani Mustard Oil and will be soon seen together in the brand’s TVCs and on social media campaigns. The trio holds a very strong persona as actors, and epitomise the brand Bail Kolhu, which has also created a robust position in the category over the last 50 years.

    BL Agro chairman & MD Ghanshyam Khandelwal said, “Bail Kolhu is our company’s flagship product, which has been in the market for the last five decades. It holds a very strong market and a goodwill in the edible oils category, and we wanted somebody who hold the similar position in the minds of people. Manoj ji, Nawazuddin ji and Pankaj ji are not only actors but are household names who connect with people from across the country. All the three gentlemen are self-made and are the legends in the Bollywood industry. Their determination, grit, hard work and perseverance to reach to the heights they are at today, corresponds our journey as well. We also started our journey from nowhere; had our own set of challenges, learnings, and ultimately, we saw success.”

    Leads Brand Connect director Richa Khandelwal added, “Bail Kolhu is the pioneer and flagship product of BL Agro Industries which is a symbol of purity and strength. A thoughtful brand positioning was important for Bail Kolhu, which has been successfully there in the market since ages. On-boarding the iconic trio was an introspective decision as all three of them reflect strength, vibrance and power, as individuals. Also, they share a great chemistry, coming from small towns and humble family backgrounds, similar to Bail Kolhu, which was started by family members from a modest background who hailed from a small town in Uttar Pradesh. Also, the three actors have a great fan following and are famous names amongst the masses, they could be easily connected with the brand, which also has a cult following across the nation.”