Saints and Warriors who recently bagged the creative mandates for two products from Paras Pharmaceuticals seems to be on a roll because it has also bagged the creative mandates for the Dalda brand.
The size of the account is estimated to be Rs 12-14 crore inclusive of above the line and below the line budgets.
Dalda, the erstwhile well established vanaspati brand, recently forayed into the refined edible oils category as well. The brand which was earlier with Hindustan Unilever was bought over by Bunge in 2003.
Dalda had been lying low on the advertising front since 2003 and made a comeback in 2007 with the launch of the range of edible oils.
Biswaranjan Satpathy, senior manager, marketing, Bunge, said, “Selling cooking oils is different from selling vanaspati and the past work that we’ve seen of Saint & Warriors was the clincher.” Plan B, a Bengaluru based agency, was handling the creative duties earlier. The media duties for Dalda are handled by OMD.
Dalda will focus on the refined and non-refined oils in the initial phase, moving to Dalda vanaspati at a later stage. “In terms of awareness, Dalda has no issues. What we need is a better connect,” says Satpathy. It will continue to address the Indian housewife as the target group.
Amitabh Chatterjee, creative head, Saints & Warriors, said, “The aim is to make Dalda refined oils as iconic a brand as Dalda vanaspati.”
Since the first communication for Dalda oils a few months ago, the market has evolved. The agency and the company are in the process of carrying out research and building a new strategy. The next communication piece is expected to be released in May.
Television as a medium will be used heavily.
Saints & Warriors was started by ex-O&M and Publicis Ambience’s NCD, Pushpinder Singh, in 2006. In the past three years, Saints & Warriors has made it to the news for its ads done for Amul Macho. The agency also works on brands such as Faber, Pantaloons and Frankfinn. Recently, the agency won the creative duties for D’Cold and RingGuard.