Overview
Emami Limited is one of the leading and fastest growing personal and healthcare businesses in India, with a range of household brand names such as BoroPlus, Navratna, Zandu Balm, etc. As part of its expansion in to the food and healthcare category, Emami partnered with Velocita to design the launch campaign for its home cooking oil brand — Honest.
The marketing objective of the brand revolves around establishing a different view on healthy cooking oils, and how the oils available today are over-processed and nutrient lacking.
Case Timeline
2018 – 2019
Brand
Emami | Print design, POSM design, OOH, Packaging design
In our foray into retail, Honest was positioned as a high-quality edible oil with all natural and anti-processing properties causing it to be ‘all natural and light’ for consumers. The brand’s marketing taglines revolved around the same lines such as, “The lightest cooking oil”, “From the lap of nature” etc.
Designing the product packaging to make the pure ‘impurities’ visible as a result of low/no-processing assisted the brand to drive home the point of being a one of it’s kind product and increase brand awareness and recall.
Some of the marketing strategies of Honest which helped create awareness was their website, www.honest.in, which was designed to calculate your heart risk as a result of your food habits and cooking oil choices via a survey. This website is a thoughtful not-for-profit initiative that dedicatedly provides information on keeping the heart healthy.
Digital Marketing Strategy of Honest Oil
Internet is an effective promotional tool in today’s times and Emami has profitably leveraged it. Honest cooking oil’s advertisement bits are regularly streamed across major social media platforms. The Facebook and Twitter pages are active, regularly updated and responded to.
Honest’s strategy when it comes to promotional ads, revolves around promoting fitness. They want their consumers to maintain a healthy lifestyle and live better longer lives.
