German food company Dr. Oetker had big plans for India.
They acquired Fun Foods in 2008 as part of its acquisition strategy.
The next task was to create a marketing campaign that will place Fun Foods Mayonnaise in the Indian kitchens.
After a lot of thought, we decided to go with Sonali Bendre as a brand ambassador.
Commenting on why the brand chose Sonali Bendre as its endorser, Oliver Mirza, Managing Director and CEO, Dr. Oetker India, said, “Sonali is a perfect fit for the brand as she epitomises our brand ethos.”
“We believe that the consumers will relate with her as she is a new age mother and also a career-oriented woman.”
The creative idea emerged from an actual quote from a housewife in Gurgaon.
She said, “We are like artists. With limited ingredients, we have to create something new, something interesting so that the food becomes exciting!”
This gave us the idea of equating Mayonnaise with ‘magic’!
We cracked the baseline – ‘Food main dalo magic!’ and used a problem-solution construct to write the scripts.
To carry forward the element of magic, we made the ‘chef’ appear magically in the kitchen and then disappear again, magically!
Needless to say, the campaigns have been a massive success!