This has been one of the more exciting projects of FMCG Branding.
The oil category is, to put it mildly, BORING.
It takes the fun out of cooking.
In the past there has been extreme focus on Oil for good health. It would be safe to assume that a good brand will consider this as hygiene. Given that canola oil is one of the more healthier oils, how can Hudson Canola present itself to Indian consumer in a fun, sassy way, without repeating the health message?
Into something bold, smart and witty!
The truth - FRYING is a way of life in an Indian Kitchen.
Whether you are adding that tadka to daal, or making a bhuna for a lip-smacking sabzi, you are frying! Even if you are making a pasta or a stir-fry... you are frying!
How do you get an audience who seems to have developed a dislike for frying, to accept and embrace this truth?