Correspondent (Delhi) FunFoods by Dr. Oetker, a leader in western Sauces and Spreads category in India, today announced the launch of its new ad campaign ’Iska Taste Mile, Toh Sab Milein’. The campaign focuses on the role of mayo in consumers’ everyday lives as a versatile ingredient that helps cater to different taste preferences of family members and bring them together over food.
Speaking about the launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India said, “Mayonnaise is one of the fastest growing categories in India owing to its versatility. As a market leader, it has been our endeavour to drive penetration and grow mayonnaise into a thousand crore category. We believe the new campaign will help us strike an emotional chord with consumers and play an important role in realising our vision.”
Devarshy R. Ganguly, Vice President, Marketing, Dr. Oetker India said, “We are excited to launch a new brand campaign for FunFoods. In this next phase of the brand journey, we hope to inspire more consumers to enter the category by focusing on mayo’s role of delivering taste and convenience. We believe our journey of driving penetration will be strengthened through this campaign as the story is relatable with a touch of emotion and humour.”
The new campaign also sees the introduction of Dia Mirza as brand ambassador.
Commenting on her association with Dr. Oetker, Dia Mirza said, “I am proud to become a part of the Dr. Oetker family, a brand that enjoys global legacy and is loved by millions of consumers in India. It is heartening to see a brand take stand and break stereotypes by showing a man prepare food for his family. I loved shooting for this campaign just as much as I love using the range of products from FunFoods.”
Sridharan Iyer EVP, Publicis Capital said, “The insight for the new campaign comes from the fact that homemakers today are under constant pressure to cook something which is not just interesting but also appeals to varying taste preferences of family members. FunFoods mayonnaise with its rich creamy flavour acts as a perfect binder in bringing everyone together over food.”