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Dr. Oetker boosts mayonnaise towards a 1000cr category: Launches a new TVC

FunFoods by Dr. Oetker teaches consumers new usage of Mayonnaise in its new TVC with Sonali Bendre

Dr. Oetker, a leading purveyor of western cuisine in India, launched a new TVC under Food Mein Daalo Magic campaign for its sub-brand FunFoods. The TVC educates consumers about the versatility of mayonnaise and highlights it in a delectable new avatar to create a creamy sauce for macaroni dish to make it saucier and creamier. Brand Ambassador & modern woman Sonali Bendre will be seen creating a creamy sauce with FunFoods Veg mayonnaise. The ad campaign brings alive the brand’s philosophy of creating joys of western food within the comfort of one’s own home by making food that is fun and tasty making it exciting for the entire family to consume.

Speaking about the launch, Mr. Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “Mayonnaise has been a star performer for us in our bouquet of pleasure food range in the last calendar year. Our first ever ad campaign on Mayonnaise which was launched 16 months ago helped us in achieving over 100% growth in mayonnaise. Through the new TVC, our focus is to educate consumers further on the versatility of mayonnaise. In the new TVC, we will show consumers how to make a creamy white sauce at home. The new TVC will accompany our existing ‘Sandwich TVC’ and will be live on all major channels. We aim to continue our success and grow mayonnaise into a 1000 cr. category in India by 2020.”

Commenting on the occasion, Sonali Bendre said, “I am excited to carry on my association with Dr. Oetker. FunFoods by Dr. Oetker as a brand understands the requirement of today’s homemakers and provides a culinary solution through its extensive product range. FunFoods Veg mayonnaise is a personal favourite at my home as my son absolutely loves the creamy white sauce made from mayonnaise which I learned during the shoot for the TVC.”

The PAN India campaign will be supported by a holistic marketing approach including TV, digital and social media engagement. Consumer outreach shall include education through recipe brochures, recipe videos on both TV as well as YouTube, on-ground activation through retail exhibitions and regional integration.

About the TVC:

The new TVC is set in a modern household kitchen. The plot revolves around a mother who struggles to make her children excited about the regular ‘Red Waali Macaroni’. She is in utmost confusion and despair when an international chef from Dr. Oetker in his own signature style and peppy jingle reveals his secret to create creamy white sauce with FunFoods Veg Mayonnaise. The idea is to show how mayonnaise can be used to create delicious, mouth-watering creamy white sauce giving mother the pride of providing best to her family.

Watch the ad campaign here and Download here.

TVC Details:

Duration: TVC – 30 seconds

Language: Hinglish
Creative Agency: ScareCrow Communications
Production House: Light Bulb Motion Pictures
Director: Pinaki Bose

About Dr. Oetker:

The Oetker Group is a German conglomerate with six different business divisions namely food, beer, sparkling wine & spirits, shipping, banking and other interests. With about 30,000 employees in around 50 countries, it is one of Germany’s largest family owned diversified industrial groups with a turnover of over Euro 12 Bn. Food division for the company accounts for around Euro 3 bn. globally and consist of products like frozen pizza, baking etc.

The food division of the company is present in India since 2007. It acquired a local brand FunFoods in 2008 and since has worked to grow the market of Western Sauces & Spreads in the country. It is the leader in Mayonnaise, Sandwich Spreads, Salad Dressings and Peanut Butter apart from being present in many other categories. With a focus on offering products that suit the Indian food palate, FunFoods range of sauces and spreads help the woman of the house gain that confidence to create western food at home that is yummy and worth the value for your money.

About Ayushi Mehta

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