New Delhi:When one thinks of marketing communications for edible oil, the brand ambassadors that typically come to mind are invariably women. Breaking away from this stereotype, one of India’s leading mustard oil manufacturers, Puri Oil Mills Limited, has signed on a man – the iconic Boman Irani – as the brand ambassador for its popular brand of mustard oil, ‘P’ Mark.
Boman Irani due to his sheer versatility has a unique place in films. He has very skillfully carved a niche for himself. Similarly placed is ‘P’ Mark mustard oil, versatile yet unique. The association will enable the 80 year-old brand to connect with its traditional audience in the hinterland as well as with younger, lifestyle oriented and health conscious urban consumers.
“Times have changed. The young urban consumer is quality conscious; he is equally interested in nutritional issues and shares the same health and fitness concerns about edible oils. Mr. Boman Irani is an exceptional actor. He combines top performance in his movies with sincerity, elegance and maturity. These are precisely the qualities that are embroiled in our brands”, Vivek Puri, Managing Director of Puri Oil Mills Limited, explained while introducing the new brand ambassador.
“I am excited by the prospect of being a brand ambassador for mustard oil. I am a foodie and I also believe in the connection between fitness and healthy eating. The recognition of the health benefits delivered by mustard oil goes back thousands of years, and Puri Oil Mills Limited has taken this ancient heritage to new heights for the past eighty years” said Mr Irani.
According to Mr. Puri it was not easy to find the right person to be ‘P’ Mark’s ambassador. “Mr. Boman Irani is the perfect choice and is very much familiar with the wonders of mustard oil. His profile and charisma are an ideal fit for ‘P’ Mark mustard oil. He is also highly respected around the country and enjoys an outstanding reputation as an actor.”
The campaign featuring Boman Irani is expected to break sometime during this season. Till then, one must wait and watch to find out what Boman Irani is doing in a woman’s domain.