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Campaign note – Gold Drop’s new campaign induces hunger pangs for home-cooked food
Mumbai: As a brand that’s a favourite with its users, Gold Drop has had a strong run in the edible oil segment and commands a leadership status in the markets of Andhra Pradesh & Telangana. Now, as it looks to expand base in other states like Tamil Nadu, Karnataka & Maharashtra, it has unveiled a new campaign that seeks to popularize Gold Drop as a brand that the masses will instantly connect with.
The campaign, that has been conceptualized by Lowe Lintas Hyderabad, has been devised based on the insight that as a cooking medium, Gold Drop operates in the world of food and its relationship with food goes beyond being a necessity for survival. It’s common sight to see people express their liking to their own local food or cuisine; it is seen as a symbol of one’s cultural identity and pride. In fact when one is away from home, food is the first thing that they miss dearly. Gold Drop as a brand celebrates this human insight, which has been brought alive through an emotive campaign with a powerful idea – the taste of food from home, instantly reminds one of it.
Commenting on the campaign, Mahaveer Lohiya, Managing Director, Lohiya Group said, “We are pleased with all aspects of the brand strategy that was presented to us by the Lowe Lintas Hyderabad team. We are delighted to introduce to consumers the refreshed brand with a striking new campaign. The professionalism, commitment and energy displayed by the agency were truly remarkable. We are sure consumers will be delighted with the exciting new look and also the communication.”
With the new communication, Gold Drop seeks to establish itself as the brand of choice amongst its target audience – largely housewives in the SEC B/C brackets. It would achieve this by communicating the value of high quality edible oil that they manufacture and market. While maintaining volume and leadership continue to be the backdrop of its strategy, Gold Drop wishes to establish a clear premium over competing brands.
Sharing his views on the association with the brand for the new campaign, Abhijit Ghosh, Branch Creative Director, Lowe Lintas Bangalore said, “Being the first campaign for Gold Drop, we wanted to create a compelling story for the brand. Based on the insight that food is a huge part of the cultural identity of any person, we came up with the idea ‘asli feeling toh apne local cuisine se hi aati hai’. The magic happened with the creative idea of identifying someone’s place of origin through the authentic taste of local cuisine. Thereby establishing Gold Drop’s purity promise and the fact that the oil does not interfere with the flavours, keeping local food taste pure and authentic.”
The campaign has been shot in Hindi and Telugu. The campaign will be visible on and offline including digital channels, TV & Radio.