Mumbai: Launched in January 2011, the campaign focuses to re-establish and revitalize the Cocoraj brand promise of ‘Trust’, born out of the product quality and purity. A television commercial has been launched to reinstate this unique attribute. Created by Purple Spinach Communications, Mumbai, the TVC manages to break the clutter in the category to a large extent.
Purple Spinach Communications has beaten some prominent agencies in a closely contested pitch to be assigned the creative duties of Cocoraj Coconut Oil and has come up with a TVC campaign for the brand. This is the first time that Cocoraj has got a creative agency on board. Earlier, the creatives were being handled by its in-house team.
Aarif Tharadra of Raj Oil Mills Ltd, which owns the Cocoraj brand, said, “Purple Spinach Communications was the closest to understanding our business and the brand. Their approach to our category, which is a cluttered one, was fresh and unique. Also, the strategy behind the communication was in sync with our long term approach.”
The newly-appointed agency was in contention with four other creative agencies vying for the business. Sandy Pinto, Founder, Purple Communications, informed, “The brief was to create communication that was a clutter breaker in the category and dwelled on the proposition that the brand holds, that of trust and purity.”
To begin with, the agency has launched a TVC campaign for Cocoraj Coconut Oil. Launched earlier in January 2011, the campaign focuses on re-establishing and revitalising the Cocoraj brand promise of ‘Trust’, born out of the product quality and purity. On being asked about the target audience that the brand was reaching out to, Tharadra shared, “We are talking to a mother in this new emerging India, who is very discerning and understands the value of money. We have a 360 degree approach to addressing our TG.”
He further said, “The challenge was to establish the product promise of trust and purity, and at the same time be completely different in the category. Purple Spinach as our partner has done a commendable job by using Krushnaa Patil. At a time when India is seeing this ‘new heroes’ story across different fields, both strategically and creatively, the TVC establishes the ‘Naye India ka naya vishwas’ thought.”
Pinto added here, “Talking to a new India requires credibility, and by using Krushnaa Patil, we are associating with this new age Indian woman. This is the consumer, who understands that products and brands can’t look pretty and woo them without having real substance.”
Conceived and scripted by the Purple Spinach team, the TVC has been produced by Anand Wagle of Full Circle Films.
Purple Spinach Communications is the venture of Sandy Pinto, who had earlier worked with Ignitee Digital Solutions as Senior Vice President. In July 2010, Pinto quit Ignitee and decided to turn entrepreneur with Purple Spinach Communications. The agency currently handles some marketing led initiatives of ICICI Prudential Life Insurance, has worked on the brand identity and communication for Chanakya Institute of Public Leadership and Idyllic Software, communication for IPCA Pharmaceuticals, and online creative services for Reliance Mutual Fund, to name a few.