Adding a new flavor of success to the brand
Korndrop is amongst the top brands in the corn oil segment for over two decades now. Having nurtured the brand for over 10 years we established its leadership in the market with a Mascot that captured the imagination across households. As the category matured, we needed to go to the next level by penetrating deeper into the market and bonding with family on a personal level.
Refreshing the brand outlook
with ‘health’ and ‘love’
We decided to amplify the mass media presence of the brand and rise above the clutter in this category. Traditionally, a woman is considered the health-keeper of a family and thus needs to be watchful of using the right oil. We used this insight to build upon the health benefit of corn oil and connect it to love in a family. This is how we derived the main message “Sambandho ma Swasthya Pirso” (Serve health to your loved ones).
Entering the hearts & minds of consumers
The strong message along with engaging and endearing creatives was integrated with a mass media campaign including retail branding, print, outdoor and the digital space. This communication strategy coupled with the brand’s robust dealer network ensured that Korndorp connected deeper with the households, reached further to wider markets and garnered greater mindshare.