Ogilvy attempts an emotional connect in new TVC for Fortune Oil

Ogilvy India has created a new 75-second TVC for Fortune Oil. The ad titled, ‘Har maa ke dil mein’ brings out the thought that there is no joy greater than the joy of eating good food. This is done by playing on the mother-son relationship.

The TVC opens with a mother, disappointed by the fact that her son (who works in the navy) was unable to come home on his birthday. She then decides to visit him, and takes home cooked food for him. The film has used SD Burman’s ‘Meri duniya hai maa’ as the background music.

Speaking on the film, Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, said, “The film captures that a child in the eyes of a mother will always remain a child, no matter how old he or she is. A mother's first need is to feed her child in a delightful fashion, and Fortune plays an enabling role in making that happen. We have used SD Burman's song "Meri Duniya hai Maa..." as perhaps the most perfect ode to a mother. I am delighted with the film, which I think will touch a chord with every member of every family."

Simmi Sabhaney, president, Ogilvy Bangalore added, “Since the joy of eating platform is working extremely well for the brand, the task in front of us was to find the right story to communicate how Fortune helps families bond over food. But it was important to stay away from clichés and create a story worthy of the market leader.”

Angshu Mallick, chief operating officer, Adani Wilmar Limited, said, “Fortune’s efforts is always to own the mother’s heart, because when it comes to her child, it’s always the heart that wins over the head. All mothers in our country love cooking for their children and providing them with delicious home cooked food; this thought forms the core of our communication strategy. The TVC reinforces Fortune’s brand message to both our existing and prospective consumers.”

Joono Simon, executive creative director, Ogilvy Bangalore said, “Edible oil communication is still largely stuck in the dining room, showing smiling faces eating great looking food. We have tried to create a totally new context for telling the story of joy of eating, while retaining the same warmth and emotion.”

The film is directed by Manoj Pillai, and is produced by Thinkpot Productions.  

Complementing the TVC, Fortune Oil will also have a heavy internet campaign with over ten million impressions in digital media, outdoor campaign in metro cities and a radio campaign spanning 40 different locations. The campaign will also feature on over 2000 digital cinema screens across the country and on DTH channels of various providers.

Credits

Client: Adani Wilmar
Agency: Ogilvy India
Creative: Joono Simon, Arkadyuti Basu and Mukund Olety
Account management: Deepika Tiwari, CP Nitin Menon and Ayani Sarkar
Account planning:  Ramesh Kumar and Ajay Ravindran
Director:  Manoj Pillai
Production house: Thinkpot Productions