Breaks stereotypes in new Fortune Oil campaign
In today’s “World of Noise” brands have to take a different approach to reaching and keeping their customers. Brands must make emotional connections in the simplest ways possible. HBR researches on hundreds of brands in dozens of categories exhibits that the most effective way to exploit customer value is to move beyond simple customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs.
In cooking oil segment advertising is moving beyond health and Fortune Oil’s, India’s leading cooking oil brand, communications have always been about connecting with consumers on an emotional level. It is one of the wonderful creations by advertising agency Ogilvy South Asia. This campaign touches the pain point of the Indian soldiers who are away from home and misses the home food (Ghar Ka Khana).
Akshay Kumar, an leading Bollywood actor, is perfectly complemented the campaign concept and touches viewer’s mind.
He is popular.
He is likeable and relatable with people across different ages
He known to be a hardworking and conscientious person
He is a good fit owing to his experience as a chef prior to his Bollywood