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Home is as good as a restaurant with Sweekar

(06/06/2012)

It might have given other edible oil brands a healthy space in the market by not advertising for six years, but after having been acquired by Cargill, Sweekar is back to advertising its goodness. In two campaigns devised by JWT, the sunflower oil brand is strongly talking about how it can make your home-cooked food as tasty as that in restaurants.

In the first advertisement, celebrated chef Sanjeev Kapoor talks about the goodness of the oil while preparing and dishing out food. He also says that each Sweekar pack contains his secret recipe. In the second ad, we see how the female boss ends up eating the lunch (cooked, of course, in Sweekar oil) of a subordinate as they head out for a meeting in a car.

Aseem Soni, Director – Consumer Sales, Cargill India, said, “The agency was briefed to establish Sweekar’s brand positioning of ‘Ghar ka Restaurant’ added with the health benefits of unique HOSUN (high oleic sunflower oil) and Chef Kapoor’s cooking tips and recipes.”

Given that Sweekar has been out of sight and out of mind for a long time as there has been very little or no communication in the recent past, Subroto Pradhan, Vice-President, Client Servicing, JWT, said, “The objective was to get Sweekar in the consideration set and to set a clear-cut positioning for the brand. The added benefits of the brand were HOSUN blend, and Kapoor’s secret recipes act as strong supports and reasons to believe for the consumer.”

Targeted at the upper middle class housewife, the campaign focuses on strong presence on television media for the next few months, apart from digital media to actively engage consumers.

Sharing the communication strategy, Pradhan said, “The thought was to convey the message in a simple, relatable yet interesting manner. It keys into every housewife’s aspiration: to cook restaurant-like food in her kitchen. Therefore, this thought was carried across mass media through press, outdoor and the TVCs. In fact, we chose to create two separate TVCs to convey the rational and emotional proposition.”

The thematic TVCs aim to establish the positioning of Sweekar as the ‘Ghar ka Restaurant’. “It’s a new positioning and “we felt that it deserved its own platform. At the same time, the oil has excellent scientific credentials and we wanted to communicate that separately in an appropriate manner,” explained Pradhan.

For now, no more ads have been lined up as the 45-second and 30-second TVCs work towards meeting Sweekar’s current objective.

Source: Bestmediainfo.com

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MasterChef Sanjeev Kapoor

Chef Sanjeev Kapoor is the most celebrated face of Indian cuisine. He is Chef extraordinaire, runs a successful TV Channel FoodFood, hosted Khana Khazana cookery show on television for more than 17 years, author of 150+ best selling cookbooks, restaurateur and winner of several culinary awards. He is living his dream of making Indian cuisine the number one in the world and empowering women through power of cooking to become self sufficient. His recipe portal www.sanjeevkapoor.com is a complete cookery manual with a compendium of more than 10,000 tried & tested recipes, videos, articles, tips & trivia and a wealth of information on the art and craft of cooking in both English and Hindi.