Emami Group recently launched branded edible oil ‘Healthy and Tasty’ thus strengthening its foray into Food and Beverages sector. The creatives of the brand ‘Healthy and Tasty’ have been done by JWT, O&M and On Ads.

The mass media campaign for the oil brand is already in place. MS Dhoni and Preity Zinta have been roped in by Emami for the brand communication. The ad film has been directed and conceived by Prahlad Kakkar and Adi Pocha, respectively.

Aditya Agarwal, Director of Emami group said, “We have entered the edible oils market. We plan to produce many items which are needed in the kitchen like masala and biscuits.” Agarwal further added that the brand would be available in variants like soyabean oil, sunflower oil, palmolein, mustard oil, soyabean blend and palmolein blend.

The campaign will also have other promotional activities like mobile kitchens and cookery workshops. It will also have aggressive BTL activities.

Agarwal further spoke about the celeb endorsers, “Emami for the last 36 years has been associated with celebrities. All its power brands have been able to connect to the masses well because of the celebrity faces. In this case too, MS Dhoni and Preity Zinta are not only youth icons, but represent two sport teams. This will definitely enhance the fitness quotient of the brand.”

In the first year, the company plans to clock a turnover of Rs 300 crore from the edible oils business. The company plans to introduce many more brands in the F&B sector, thus becoming synonymous with the Indian kitchen.