“The brand’s equity has been strong enough to not warrant the need of a brand ambassador”

IIPM MANAGEMENT INSTITUTE

Interestingly, Saffola has more often than not refrained from using brand ambassadors. Says Chandrasekar, “The brand’s equity has been strong enough to not warrant the need of a brand ambassador. Strategically, the brand does not need to put an ambassador into play.” However, he is quick to add, “To reinforce tactical communication, we have used brand ambassadors in the past like Boman Irani for Saffola Salt and Chef Sanjeev Kapoor to talk about LoSorb – a unique property in our oil, that allows for lesser absorption of oil.” Saffola churned out a witty ad Prayaschit to communicate Saffola Gold’s LoSorb technology. This technology lessens the inclusion of oil into food and Saffola brought this aspect out well by crafting a commercial that was strongly linking it with consuming oily food.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative