NEW DELHI: Dalmia Continental Limited has allotted the advertising account of Leonardo Olive oil to Triton Communications, Delhi, following a multi-agency pitch. This was confirmed by Dalmia’s chief executive officer R Narayanan. The mandate includes both creative and media duties.
“We evaluated the proposals from more than 10 agencies before opting for Triton, which will be our communication partner in the creation and expansion of the market for the new brand. We would be choosing any medium which deems fit for the brand launch,” says Narayanan.
On the plans for the launch campaign, Narayanan added, “The campaign will be launched in February. The agency has proposed television and print medium ads but we are still evaluating our options.”
Triton’s executive director Vivek Srivastava said, “The brand is a pure Italian Olive oil bottled at source in Italy. Currently the market in India is estimated to be 1,500 tonnes annually and is growing at 30-40 per cent per annum. The critical issue is that category awareness is very limited and the usage is not defined. In fact, no brand till date has made a concerted effort to drive the right usage.”
The core strategy would be to take a leadership stance in the category and act like a category builder.
“Olive oil has legendary properties when it comes to preventive role in cancer, diabetes, obesity and reducing cholesterol levels. In fact, the endeavour would encourage daily usage in cooking Indian cuisine. To achieve this, the primary communication thrust would be on educating the consumers/women on the taste compatibility and above all the stellar health benefits the product provides,” said Srivastava.
The agency will target women from upper income segments in the age bracket of 25 to 40 years, who are progressive and would look at health being the primary benefit. Gradually the endeavour would expand the market to cover SEC B households too.
“The pricing of the product would be a lot higher on the face of it but it still manifests itself as a winner on the economy platform given its reusability up to three times unlike other oils and the lesser quantity used. To drive home these points literally, the brand shall be undertaking a communication effort that will have a mix of ATL (above the line) and intensive BTL (below the line) efforts. While print and TV would drive brand awareness and its key benefits, the sampling, cookery demos, recipe based promotions would ensure mainstream usage in Indian cooking and not just hobby cooking of continental or Italian cooking,” said Srivastava.
Triton will address the issue of consumer perceptions and usage of Olive oil from being a baby massage oil to a regular mainstream cooking medium. “That is where the challenge and the volume is,” feel Srivastava.
To enhance the media outreach on a customer contact level, Triton would be leveraging its in-house resource – a group company Triton Promotions and Rural.