National & International oil analysis

By: Akshay Sharma

OLIVE OIL COMMERCIALSNational TVCs

By: Akshay Sharma

Brand: Olive Oils of Spain

Year: Dec, 2013

TG: Youth (20-25 yrs)Mother (35-40 yrs)Father (35-40 yrs)

Key Message: Make cooking healthier and tastier. Bring home the Mediterranean flavours of Olive Oil.

Signoff: Join the Olive Oil revolution

Benefits/Claim: Flavours of Spain

TVCs Takeaway:

Product insight – subtly showing how Indian cooking (poori, pulao) can be done with olive oil and having the choice of authentic Mediterranean food at home’s comfort

By: Akshay Sharma

Brand: Borges Olive Oil

Year: 2011

TG: urban, working woman (30 yrs-35 yrs old)

Key Message: can be used for a variety of food

Signoff: For food that’s full of life

Benefits/Claim: Light and Healthy

TVCs Takeaway:

• Product Insight – How light and healthy Olive Oil can be a great ingredient to an elaborate Sunday Brunch recipes

• Brand Ambassador – Chitrangada Singh (bold and stylish actress/model)

• Setup - Urban style get-together with Family on a Sunday

By: Akshay Sharma

Brand: Borges Olive Oil

Year: 2011

TG: urban, working woman (30 yrs-35 yrs old)

Key Message: can be used for a variety of food

Signoff: For food that’s full of life

Benefits/Claim: Light and Healthy

TVCs Takeaway:

Product Insight – How light and healthy Olive Oil can be a great ingredient to an elaborate Sunday Brunch recipe

Brand Ambassador – Chitrangada Singh (bold and stylish actress/model)

Setup - Urban style get-together with Friends on a Sunday

By: Akshay Sharma

Brand: Cadia Olive Oil(Available as Refined Olive Oil)

Year: 2011, India

TG: Urban, educated, health conscious couplesMale (35-40 yrs)Female (35-40 yrs)

Key Message: Cardia is the healthiest and ideal medium for cooking.

Signoff: Take care of your heart

Benefits/Claim: • Good for heart• European certification

TVCs Takeaway:

• Regional focus for strengthening tamil market• Uptown set-up for health-conscious middle-aged couple

By: Akshay Sharma

Brand: Cadia Olive Oil (Available as Refined Olive Oil)

Year: 2011, India

TG: Urban, educated, health conscious couplesMale (35-40 yrs)Female (35-40 yrs)

Key Message: Cardia is the healthiest and ideal medium for cooking.

Signoff: Take care of your heart

Benefits/Claim: • Good for heart• European certification

TVCs Takeaway:

• Regional focus for strengthening tamil market• Uptown set-up for health-conscious middle-aged couple

By: Akshay Sharma

Brand: Oleev Active Olive Oil

Year: 2012

TG: Women and Men (25-50 years)

Key Message: Start managing your diet to stay energetic throughout the day

Signoff: Ghar ka naya energy manager

Benefits/Claim:Olive oil with energocule formula

TVCs Takeaway: Use of the term “energy manager” is catchy

By: Akshay Sharma

Brand: Oleev Active

Year: 2013

TG: Women and Men (25-50 years)

Key Message: New India’s Oil for everyday and light cooking

Signoff: Har Boond Mein Health

Benefits/Claim: • Healthy combination oil i.e. includes rice bran + olive

oil• Rs. 155 per litre

TVCs Takeaway:Product Insight: Olive + Rice bran oil = more healthy combination

By: Akshay Sharma

Brand: LR Active Extra Virgin Olive Oil

Year: 2013

TG: Youth, foodies, male cooks, urban women and men (25-50 years)

Key Message: Goodness of tasty and healthy cooking

Signoff: NA

Benefits/Claim: Vitamins A And E, antioxidants and zero carbs

TVCs Takeaway:Star Power: 3 Players from Mumbai Indians to catch the consumer eyes

By: Akshay Sharma

Brand: Zaitoon Tara Olive (Cooking) Oil

Year: December 2012

TG: Woman (30-40yrs)

Key Message: Good health and life

Signoff: Kyunki milegi na zindagi doobara

Benefits/Claim: NA

TVCs Takeaway:

• Brand Ambassador: Famous south indian and Bollywood actress Hema Malini

By: Akshay Sharma

OLIVE OIL COMMERCIALSInternational TVCs

By: Akshay Sharma

Brand: Bertolli Olive Oil Spread

Origin/Year: 2000, Italy

TG: Close-knit families Male (55-60 yrs)

Key Message: Announcing the introduction of NEW BertolliOlive Oil Spread. Another way to enjoy the great flavours of Italy.

Signoff: If you want it to be better, it better be Bertolli

Benefits/Claims: Flavour of Italy

TVCs Takeaway:- Consumer Insight of how family is important and how an introduction of a new family member becomes a grand celebratory occasion of feasting

By: Akshay Sharma

Brand: Bertolli Olive Oil

Origin/Year: NA

TG: young women (25-35 yrs)

Key Message: Must buy 3 Bertolli Olive Oils not 1.

Signoff: It’s the Bertolli way

Benefits/Claims:

Extra Virgin for fresh ingredients cold dishes like salads, Extra Light for hot stir frying and healthy baking andClassico for hot dishes (Olive oil)

Video Takeaways:- Protagonist of a charming, full time chef who shows ‘women’ the right way

to cook with olive oil- Romantic, seductive, humorous tonality- For hot and cold recipes go to www.cookingwitholiveoil.com.au

By: Akshay Sharma

Brand: Filippo Berio Olive Oil

Origin/Year: NA

Sign off: For food lovers

TG: Generic. Family and couple. Anyone who loves food

Key Message: Olive Oil for Food lovers of the world

Benefits/Claims: Best choice

TVCs Takeaway: - Repeated ‘Fillipo Berio’ in the jingle leaves the TVC

with a high brandname recall chances- shows the possibilities with Olive oil cooking e.g.

grill, sauté, toss etc.

By: Akshay Sharma

Brand: Don Carlos Olive Oil

Origin/Year: NA

TG: Generic. Anyone who cooks food

Key Message: Naturally prepared Don Carlos is Ireland’s no.1 Olive Oil

Signoff: NA

Benefits/Claims: • Ireland’s no.1 Olive Oil• Finest Olive Oil• Distinctive Quality and Exceptional taste• Each bottle is full of natural goodness

TVCs Takeaway:

Authentic Roots (Southern Spain): Shows the history of product’s first produce by its namesake creator Don Carlos.

By: Akshay Sharma

OTHER COOKING OIL TVCS

By: Akshay Sharma

Brand: Mahakosh Refined Soyabean Oil

Year: 2014

TG: Mothers (30-40 yrs)

Key Message: Making kids Fit for the Future

Signoff: Fit hai to future hai

Benefits/Claim: Omega 3 and Vitamin A D E

TVCs Takeaway: • Emotional Tonality: Mother’s character adds emotional

depth to a strong consumer insight ‘nothing beats home cooked food’.

Consumer Insight: Harps on the Modern Indian mother’s worry about how kids find fast food (pizza etc.) tastier than home made, healthy food

Brand Ambassador: wise and respected actress Madhuri (wife of a doctor)

By: Akshay Sharma

Brand: Mahakosh Cooking Oil

Year: 2005

TG: Mothers (30 yrs-40 yrs)

Key Message: Real treasure of health are the mothers

Signoff: kyunki aap hain ghar ki raunak( mothers)

Benefits/Claim: Just like a Women that takes care of the entire family, Mahakosh takes care of the families healthy food needs.

TVCs Takeaway:

Product insight: The pun of true homemaker who cares about the family health i.e. Mother and soyabean oil

By: Akshay Sharma

Brand: Fortune - Ghar Ka Khana

Origin/Year: 2014, India

TG: men and women (30-40 yrs old)

Key Message: There is nothing like home cooked food

Signoff: Ghar ka khana, Ghar ka hota hai

Benefits/Claims: NA

TVCs Takeaway:

Emotional Tonality -• Grandmother’s character adds emotional depth to a

strong consumer insight ‘nothing beats home cooked food’.

• Earthy Jingle - Pura bachpan zuban pe rakh lia, teriaanch ka utra… jo maine chakh liya.

By: Akshay Sharma

Brand: Fortune Kachi Ghani

Year: 2013-14

TG: Working Men and Women (25-40)

Key Message: Real khachhi ghani oil made out of pure sarson

Signoff: NA

Benefits/Claim: asli kachi Ghani

TVCs Takeaway: Strong emotional insight: Mother’s cooked food and her recipes are the best

By: Akshay Sharma

Brand: Fortune Rice Bran Health

Year: 2013

TG: Women and men (25-40 years)

Key Message: Shift to new, healthier kind of oil. Why just be healthy when you can be healthiest ?

Signoff: 100% Rice bran oil, 100% health

Benefits/Claim: Good for Heart, immunity, skin and hormones

TVCs Takeaway: Insight: We are what we eat- with the life getting busier and busier everyday, eating healthy is very important to a healthier way of life

By: Akshay Sharma

Brand: Fortune Rice Bran Health

Year: 2014

TG: Urban household, Men and Women (25-40)

Key Message: Healthiest oil for your family

Signoff: 100% Rice bran oil, 100% health

Benefits/Claim: Good for Heart, cholesterol, immunity, skin and hormones

TVCs Takeaway:

Has targeted confused homemakers who are always on a lookout for healthiest items while shopping

By: Akshay Sharma

Brand: Fortune Rice Bran Health

Year: 2013

TG: Mothers, Men and Women (25-40)

Key Message: Healthiest oil for your family

Signoff: 100% Rice bran oil, 100% health

Benefits/Claim: Increases good cholesterol and reduces bad cholesterol

TVCs Takeaway: Many oils in the market have Rice brand oil, but Fortune has 100% rice bran making it the healthiest

By: Akshay Sharma

Brand: Fortune Plus+ (Sunlite)

Year: August 2010

TG: Health Conscious youth

Key Message:Here is an oil that’s not oily.(Nomore holding back of cravings)

Signoff: Ab bass tut pado

Benefits/Claim: • Official Cooking oil Licensee of Commonwealth 2010• Vitamin A and D

TVCs Takeaway: • Brand Ambassador: Saina Nehwal (popular top-graded

sportswoman)• The strong plot of Health and Sports

By: Akshay Sharma

Brand: Fortune Rice Bran Health

Year: 2014

TG: Youth, Men and Women (25-35 yrs)

Key Message: Healthiest oil for your family

Signoff: 100% Rice bran oil, 100% health

Benefits/Claim: Increases good cholesterol and reduces bad cholesterol, Good for Heart, immunity, skin and hormones

TVCs Takeaway: Strong Consumer Insight: Common plot of a health conscious, worried father visiting his working daughter in the city.

By: Akshay Sharma

Brand: Ashai Sachdeva Fortune(Bullet) Oil

Year: 2013

TG: Women (25-40)

Key Message: Authentic flavour of Sarson hits you like a bullet

Signoff: Sarosa ka jhatka

Benefits/Claim: NA

TVCs Takeaway: An interesting suspense and use of humor to catch the consumers attention

By: Akshay Sharma

Brand: Freedom Refined Sunflower Oil

Origin/Year: 2013, India

TG: Urban families, men and women (30-40 yrs old)

Key Message: Freedom from oil as the food can be prepared in less oil. Thus make a lot of food in less oil.

Signoff: Freedom se khao, freedom se jeyo

Benefits/Claims: Zero Trans fat, vitamins A,D and E

TVCs Takeaway:

Usage of word ‘Freedom’ as a prefix to oily food items e.g. Freedom Laddoo, Freedom puri Freedom Parantha, Freedom Pizza

By: Akshay Sharma

Brand: Gemini refined oil

Origin/Year: 2009, India

TG: Tier 2 cities, Females (30-35 yrs old)

Tagline: NA

Key Message: Keeps the food fresh for longer duration

Benefits/Claims: Freshness Intact Technology

TVCs Takeaway:

Agony Aunt styled communication (Radhikaji kesamdhan, cooking banaye aasan)

Clutter-breaking Claymation characters

By: Akshay Sharma

Brand: Saffola Gold

Origin/Year: 2013, India

TG: Urban families, Males and Females (30-40 yrs old)

Key Message: As we miss regular exercise due to lack of time or ignorance, eating healthy can substitute to some extend

Signoff: Dil ki hifazat aaj se

Benefits/Claims: • Good for heart due to low cholesterol • Unique Double Action

TVCs Takeaway:

Strong Consumer insight – Your life partner can be ignorant about their health. You, as a homemaker, needs to take a charge of their lifestyle habits.

By: Akshay Sharma

Brand: Saffola Life

Origin/Year: 2014, India

TG: Urban Family

Key message:There’s one ‘heart’ who takes care of everyone in the family. Who will take care of her heart? Take her for a cholestrol-free test

Signoff: #Protectherheart

Benefits/Claims: Call To Action: 08880388803 for free cholesterol test

TVCs Takeaway:

An ode/tribute (to woman) style treatment for the core target audience

By: Akshay Sharma

Brand: Dalda Cooking Oil

Origin/Year: 2013, India

Key Message: Dalda oil makes foods so tasty that it leaves an empty tiffin box and a full stomach

Signoff: Dabba khaali, pet full!

Benefits/Claim: NA

TVCs Takeaway:

- An Interesting, cute kiddy VO that’s reminding a mother how much her son enjoys the food cooked in Dalda oil

By: Akshay Sharma

Brand: Dalda Mustard oil

Year: 2014

TG: Mothers (30-40 years)

Key Message: Even today’s kids love eating food cooked by mothers

Signoff: Plate khaali, pet full

Benefits/Claim:• Very Light• Missed call for free recipes

TVCs Takeaway:Strong Consumer Insight:How kids like to do things there way but no compromises when it comes to food.

By: Akshay Sharma

Brand: Raag Gold

Year: 2009

TG: Mothers (30-40 yrs)

Key Message:Cook more in same oil

Signoff: “Zyada ka wada”

Benefits/Claim: • High MUFA• Zyada sehat• Zyada swaad• Zyada frying

TVCs Takeaway:

• Consumer Insight: Makes continuous food demands of your family easy to meet

• Jingle aids the key messaging

By: Akshay Sharma

Brand: Raag Gold

Year: 2009

TG: Mothers (30-40 yrs)

Key Message:Cook more in same oil

Signoff: “Zyada ka wada”

Benefits/Claim: High MUFAZyada sehatZyada swaadZyada frying

TVCs Takeaway:

• Consumer Insight: Makes continuous food demands of your family easy to meet

By: Akshay Sharma

Brand: Calagary star (Canadian Canola oil)

Year: 2013

TG: Tier 2 cities, Females (30-35 yrs old)

Key Message: It is the worlds no.1 lightest cooking oil due to many health benefits

Signoff: Your heart's true friend

Benefits/Claim: least saturated fatty acid, Trans-fat and cholesterol free, vitamin E and omega, helps prevent diabetes, obesity, cancer and high blood pressure

TVCs Takeaway: • Clutter breaking treatment• Multiple health benefits mentioned throughout

the TVC to force them on the consumers mind

By: Akshay Sharma

Brand: Dhara

Year: 2013

TG: Urban, food loving young and old men and women

Key Message: Have fried food in healthy range of Dhara Oil

Signoff: India ka tadka

Benefits/Claim: Provides a range of healthy oil

TVCs Takeaway:

Strong product and consumer insight:

Indians are passionate about food …especially, fried food like pakode, bhatoore, fried fish etc. and Dharahas a range of healthy oil which lets you have a variety of fried food with out any guilt/fear

By: Akshay Sharma

Brand: Jivo Canola Oil

Year: 2012

TG: Tier 2 cities, Women and men (30-40 years)

Key Message: Jivo Canola oil helps you stay healthy

Signoff: Ab daar bhagao, jam ke khao

Benefits/Claim:Good for heart, diabetes, memory, reduces cholesterol, cancer and high blood pressure, rich in omega 3, no.1 US-Canada oil

TVCs Takeaway: Entertaining Tone: Use of protagonist Yamraj (god of death)

By: Akshay Sharma

Brand: Gulab Sungold Sunflower oil

Year: 2013

TG: Women (25-40 years)

Key Message: halka fulka tail

Signoff: Life banaye lite

Benefits/Claim: • Slim body• 0% cholesterol

TVCs Takeaway:

Product window at the start and end frame

By: Akshay Sharma

Brand: Sunny Refined Sunflower Lite

Year: 2014

TG: Young, urban mothers (30-40 yrs)

Key Message: Not eating more but eating right is the correct way to a healthy life and future

Signoff: Karo ek healthy future ka wada

Benefits/Claim:• Vitamin A,D,E, antioxidants and omega 6• International

TVCs Takeaway:Brand Ambassador: Sonali Bendre

By: Akshay Sharma

Brand: Kamal Energy Max Rice Bran Health Oil

Year: 2013

TG: Mothers and home-makers (30-40)

Key Message: keeps you healthy with multiple health benefits

Signoff: Energy max…health max

Benefits/Claim: • Oryzanol for good heart• Vitamin E and antioxidants

TVCs Takeaway:Brand Ambassador: Amna Sharif

By: Akshay Sharma

Brand: Kash soyabean oil

Year: 2013

TG: Tier 3 cities, Mothers and home-makers (25-30yrs)

Key Message: Pure Oil

Signoff: kash apnaiye aur befikar ho jaiyien

Benefits/Claim: NA

TVCs Takeaway:

Consumer Insight: How small city people are conscious of what they eat and stick to their earthy roots of purity in cooking

By: Akshay Sharma

Brand: Kaula Sunflower oil

Year: 2013

TG: Urban dwellers, foodie Men and Women (30-40 yrs)

Key Message: Smart Food Lovers

Signoff: Sirf tasty and healthy

Benefits/Claim: Zero cholesterol

TVCs Takeaway: 1 key benefit of zero cholesterol

By: Akshay Sharma

Brand: King's Refined Soyabean Oil

Year: 2013

TG: Mothers and home-makers (30-40yrs old)

Key Message: Our life is from our family and their health is very important

Signoff: Mere king ke liye

Benefits/Claim: Omega 3,6 and 9

TVCs Takeaway: Shows busy working life and role of the product as an aid to a perfect homemaker

By: Akshay Sharma

Brand: Rasoya Soyabean Oil

Year: 2009

TG: Primarily Mother and daughter (30-40 yrs)

Key Message:Country’s purest dehulled soyabean oil

Signoff: “Jane Dil ki baat”

Benefits/Claim: Dehulling Process65% PUFA – keeps heart healthy 21% MUFAVitamin E

TVCs Takeaway:

• Consumer Insight: Daughter emulating cooking mother

By: Akshay Sharma

Brand: Sunrich Refined Sunflower Oil

Year: 03-June-2014

TG: Housewives (27-35 yrs)

Key Message:Benefits of Sunrich Oil against ordinary sunflower oil

Signoff:

Benefits/Claim: 7stage refining processVitamin A,D and EUpto 15% less absorption0% cholestrol

TVCs Takeaway:

Showing direct comparison with a doctor cast helps put message across more strongly to the audience

By: Akshay Sharma

Brand: RISO Rice Bran Oil

Year:

TG: Housewives (27-35 yrs)

Key Message:Truthful product promise

Signoff:

Benefits/Claim: 100% rice bran oilProduct of the Year

TVCs Takeaway: • Comical tone of otherwise a preachy category• Brand Ambassador: Raveena Tandon (former actress and a

homemaker)

By: Akshay Sharma

Brand: Sundrop Heart

Year: November 2012

TG: Urban Housewife and men (30-40yrs)

Key Message:Increased cholesterol reduces the chances of leading active life. Thus, Sundrop Heart.

Signoff: Ghatega Cholesterol Badegi Zindagi

Benefits/Claim: Oryzanol (helps reduce cholesterol in 30 days)

TVCs Takeaway: Focus on 1 key functional benefit of reducing cholesterol

By: Akshay Sharma

Brand: Sundrop Heart

Year: March 2014

TG: Urban Housewife and men (30-40yrs)

Key Message:Increased cholesterol reduces slows down your life. Thus, SundropHeart.

Signoff: Ghatega Cholesterol sirf 30 days mein

Benefits/Claim: Oryzanol (helps reduce cholesterol in 30 days)

TVCs Takeaway: Focus on 1 key functional benefit of reducing cholesterol

By: Akshay Sharma

Brand: Sunpure Sunflower Oil

Year: October 2013

TG: Health Conscious Couples (30-40yrs)

Key Message:Leave the preservative and chemical loaded oil and start cooking in chemical-free processed oil Sunpure

Signoff: khana banne pure, naturally!

Benefits/Claim: Chemical free

TVCs Takeaway:

Interesting urban lingo “chemical puri” “trans fat gulab jamun” etc.

By: Akshay Sharma

Brand: Tirupati Lite Soya Oil

Year:

TG: Health Conscious office goers (30-40yrs)

Key Message: Keeps heart young

Signoff: Aao thodi dillagi karein

Benefits/Claim: MUFAPUFAVitamin E (Anti-aging properties)

TVCs Takeaway:

Product Insight – Connection between young at heart and keeping heart young

By: Akshay Sharma

Brand: Varshi Refined Sunflower Oil

Year:

TG: Woman (30-40yrs)

Key Message:

Signoff: NA

Benefits/Claim: Good taste

TVCs Takeaway:

• Comical trone• Mythological connection for god-loving southern families

By: Akshay Sharma

PRINT

By: Akshay Sharma

Brand: Borges olive oil (Extra Light)

Origin/Year: 2011

Key Message: Olive oil is suitable for Indian cooking with multiple health benefits

Benefits/Claims: • Adds magic to Indian food• Light flavour for Indian cooking

Brand Ambassador – Chitrangada Singh

By: Akshay Sharma

Brand: Olive Oils from Spain

Origin/Year: 2013

Key Message: Join the olive oil revolution for a healthy way of life

Benefits/Claims:

Original flavours of Mediterranean

By: Akshay Sharma

Brand: Fortune Rice Bran OilOrigin/Year: 2014, IndiaKey Message: Oryzanol (bran) is good for health and Fortune has the highest quantity of it.Signoff: 100% Rich Bran Oil. 100% Health.Benefits: Heart friendly, low cholesterol, balanced fatty acids and cleaner blood vessels etc.

By: Akshay Sharma

Brand: Emami Sunflower Oil

Origin/Year: NA

Key Message: Makes the food healthy and tasty

Signoff: The Sun blessed oil

Benefits/Claims:

PUFA& Vitamin E

Brand Ambassador – Popular South Indian Actor Surya

By: Akshay Sharma

OTHER MEDIUM BRANDINGSOOH

Brand: Borges

Medium: Cab branding

Key Message: Olive oil is suitable for Indian cooking with multiple health benefits

Key Visuals: Food that can be cooked in Olive Oil (range displayed)Pasta, cakes, fries and aloo puri

Perceptual Mapping

Health Taste

Emotional

Rational

• Cardia

• Freedom

• Saffola

• Mahakosh

• Fortune

• Dhara• LR Active

• King’s Refined oil

• Calagary

• Oleev Active olive oil

• Sunny• Sundrop• Raag

• Sunpure

• RISO• Zaitoon

• Kaula Sunflower oil• Dalda

• Ashai Sachdeva (Bullet)

• Sunrich

Thank You