Since December, the second phase of a three-year campaign promoting olive oil is underway in India after being first launched in January 2014.
With the slogan “Join the Olive Oil Revolution,” the campaign’s message to the Indian public is that olive oil is healthy and suitable for Indian cuisine.
Launched by Spain’s Interprofesional del Aceite de Oliva Español, the professional body representing the olive oil industry and supported by the Spanish Olive Oil Exporters Association (ASOLIVA), the campaign is financed with aid from the European Union and the Spanish Ministry of Agriculture, Food and Environment.
The second phase of the advertising campaign includes a 60-second commercial spot broadcast on 25 television channels and in cinemas in six cities across the country: Delhi, Mumbai, Hyderabad, Kolkata, Pune and Bangalore, as well as print advertisements in leading Indian newspapers and magazines. Ads were also displayed on 300 taxis running in Delhi and Bombay over the course of a month.
As part of the campaign, several high-profile “Olive Oil Revolution” cooking events with celebrity chefs were recently held at five-star hotels in Delhi and Bombay, with more events planned in Pune, Bangalore and Ahmedabad according to the campaign’s Facebook page.
The promotional campaign has so far been successful with 85 percent of Indian consumers surveyed expressing interest in buying olive oil, according to WikiSpanishFood.
In 2013, India had imported 11,158 tons of olive oil, with 6,665 tons originating from Spain — a small fraction of the more than 1.5 million tons produced by Spain that year.