Mustard Oil and Bengalis – Connecting with culture & tradition
This post is about two Bengali TV campaigns, both are mustard oil brands targeting the Bengali population; one is Emami Healthy and Tasty Mustard Oil and the other is Nutrela Kachhi Ghani Mustard Oil. The Emami campaign comprises four ads while Nutrela is a single ad campaign. In a product category such as cooking oils which is essentially a commodity, positioning brands is a challenge. One mustard oil is no different from the other so no differentiation can be shown in the advertising in terms of physical characteristics; differentiation is possible only in the label design and advertising. The target audience in both campaigns is exactly the same and the essential message is also the same, which is about enhancing the flavours of Bengali food. Despite the similarities both campaigns are based on different consumer insights, hence are significantly different for each other. So what is distinctive about of these two campaigns? Let me analyse both these campaigns. Mustard oil is essenti