IIPM Best B-school
Brand: Saffola Gold
Agency: McCann Erickson
If brand-building is the art of identifying and then occupying a hitherto vacant perch in the conumer’s lifestyle... then Saffola Gold’s Kal Se campaign really lays the oil! Marico showed ingenuity by coming up with the concept of a cholesterol lowering edible oil, while the agency demonstrated a smart way to cash in. Using the insight of procrastination of health needs by the consumer, the campaign talked of protecting your heart from TODAY. The campaign resulted in instantaneous volume growth for Saffola Gold and margin-growth for Marico. In a survey, consumers voted Saffola Gold as the Most Trusted Brand in the cooking oil category...
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM only B-school in India to be Ranked Ahead of The IIMs in so Many Parameters! Regularly!
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