ITV

Tag: Figaro

  • Figaro passes traditional taste of trust from dadi & nani

    Figaro passes traditional taste of trust from dadi & nani

    MUMBAI: Traditional Indian cooking is a legacy that gets passed down from one generation to another. The challenge for olive oil, even with its bucket full of benefits, is to be compatible with Indian recipes without compromising its original taste. In India, to make an ingredient a part of any recipe, it must satisfy the taste buds of the custodians of the family legacy. Gaining from this insight, Figaro meticulously organised a food tasting session where they invited grandmothers from all four corners of India to review traditional delicacies cooked with a twist.

    Speaking on the initiative, general manager- India Susana Toribio says, “Aiming towards the next level of growth, Figaro looks to root for the transition towards natural living. Overcoming the clutter that olive oil is only for continental cuisine, this food tasting session truly breaks the myth by cooking."

    Furthermore, marketing manager Satarupa Majumdar says, “One of the fundamental reasons for this 100-year journey has been the connection with the consumers. Figaro over the years has been the epitome of care, purity, trust and health. Through this food tasting session, we take the Indian food experts down memory lane with the uncompromising recipes by the new generation and Figaro.”

    The campaign is spearheaded by Mumbai based digital agency Mirum, a WPP group company. Mirum India executive creative director Naila Patel says, “In India, food is not just an emotion, it also is also wisdom that gets passed on. Every Indian has a ‘Meri Dadi ke haat ke bane laddu’ story. Our grandmas being the better cooks is a reality every Indian knows and believes. Thus, when Figaro wanted to cook traditional Indian recipes, we wanted the stamp of approval from the highest order. What shaped the thought was the insight that the bond between grand moms & grandchildren is precious, and the chances of a different cooking medium finding acceptance is highest when it is recommended by the grandchild.”

  • Figaro’s ‘Battle of Minds’ campaign advocates use of olive oil in Indian cuisine

    Figaro’s ‘Battle of Minds’ campaign advocates use of olive oil in Indian cuisine

    25th September, 2018 Mumbai: Deoleo, India’s leading Olive Oil importer, today announced the launch of two new TV commercials (TVCs) for its most popular brand in India, Figaro. Going live on 28th September 2018, the TVCs showcases how Figaro olive oil is the healthy choice in a heart-warming and relatable concept themed ‘Battle of Minds’ that clears the myths around the use of olive oil in Indian cuisines. Figaro currently holds a leadership position with 19 percent market share in the olive oil segment in India.
    The storyboard of the TVC has a man and a woman debate with their good and wicked sides on whether they should switch to healthy eating or gorge on junk food. Figaro olive oil is then introduced relieving them of the hassle to decide on the right healthy choice bringing an end to the fight in their minds. The concept leaves the viewers with two powerful thoughts: ‘Eat to Live’ as the message to drive home the thought of living healthy with olive oil and ‘Simply Choose Figaro’ as the punchline that aims to tell us not to make a choice but simply reach out to Figaro for your daily cooking needs. This further establishes the fact that Figaro olive oil is the most trusted brand in India with the highest top-of-the-mind recall.
    Speaking on the launch of TVC’s, Susana Toribio Bustelo, Country Manager – India, Deoleo, said, ‘Figaro was launched in India fourteen years ago and it has the highest recall in the olive oil category. As we surround ourselves with making healthy choices, Deoleo aims to build the brand Figaro with focus on a strong sales force, robust logistics and distribution network. This TVC will only further strengthen our efforts in building the brand Figaro for our Indian consumers.’
    Satarupa Majumdar, Marketing Manager- India Operations, Deoleo, said, ‘India has seen a gradual but steady shift in the use of cooking oil in Indian cuisine right from the early 20th century till date. We have moved from using different kinds of oil including ghee, vegetable oil, sunflower oil and mustard oil but with the introduction of Figaro olive oil, Indian consumers have seen a tremendous change in the way they cook and undoubtedly, the credit goes to the health benefits that it provides. We are not only observing a huge trend but an increasing acceptance pattern of olive oil amongst consumers in India.’
    Ajay Uthaman, CEO and Founder of Bounce, the creative agency behind the TVCs, said, ‘As challenging as it was to talk about the health benefits of olive oil, it was also aimed at eliminating the misconception that olive oil is only for continental salads and pastas and highlight how it can be used for everyday Indian cooking. Creatively, we have tried to bring alive the perfect solution which is not to make a choice at all, but ‘Simply choose Figaro.’

    Links to the TVCs
    Version 1: https://youtu.be/SSgG8e-F2lk
    Version 2: https://youtu.be/UJohNCkcSjM

  • DeOleo brings Vizeum on board as media partner

    MUMBAI: DeOleo, the maker of Figaro olive oil brand, has awarded its media duties to Aegis‘ Vizeum India.

    Vizeum‘s responsibility will be to strategise the media plan in a way that the relevant consumers are exposed to the communication in an impactful manner.

    DeOleo marketing director – emerging consumer markets Jeroen Floris said, “We have a relationship with Vizeum in some of the world markets. Vizeum India has its own established credentials as well for us to entrust them with our marketing resources. We look forward to working with Vizeum to take our existing brands to greater heights as well as launch newer ones as appropriate.”

    Vizeum managing director – Indian subcontinent S Yesudas said, “We are delighted with the news of DeOleo expanding the relationship horizons with Vizeum. This business will be handled out of our Mumbai office.”

    The agency announced on 11 September that it has won the media business for C.R.I. Pumps, a new entrant in the Coimbatore market making the DeOleo win its second triumph in the week.

    DeOelo is a global food company, headquartered at Madrid in Spain with brands like Carbonell (olive oil and table olives). In India, the company is present through its olive oil brand Figaro.