Dalmia Continental’s flagship brand Leonardo Olive Oil has launched a new, high-decibel advertising campaign for the festive season in India. The campaign is designed by Euro RSCG, one of the largest global advertising companies.
The campaign has the slogan: “Join the Change. Go Indiano.” The slogan aims to announce the arrival of a shift in the choice of cooking oils. VN Dalmia, chairman of Dalmia Continental said that Euro RSCG’s creative campaign was chosen from among the proposed pitches of some of the top ad agencies in India. The company is expected to invest more than $12 million over the next five years toward marketing and promotion of olive oil products.
Euro RSCG says that the word “Indiano” means “Indian” in the Italian language. “Go Indiano” communicates an entire lifestyle of eating healthy and living well, just the way Italians do, but in an Indian “context.” The cultural similarities between Indians and Italians are highlighted through this slogan.
Sheel Saket, Euro RSCG’s vice president, commented on the Indo-Italian cultural bond that the campaign brings to the fore: “Whether it is our love for food and get-togethers or the importance given to family or the rash driving in a hurry to get nowhere or the laidback attitude to life, we are alike in many ways and love the same things. Leonardo Olive Oil stands for this spirit of life. In our campaign, we will showcase the similarities between Italy in India.”
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“The focus of our communication is to break the myths around the product and highlight the degree of goodness vis-a-vis regular edible oil. Using olive oil is a wholesome experience beyond just being best in taste and best for health. Then why should only the richer few have it? We want to spread the goodness to the masses,” Saket added.