Percept H, Chennai, has
bagged the creative duties for VVS Oil, the South Indian sesame cooking oil brand. The size of the business is said to be around Rs 1 crore.
Says Suresh Mohankumar, branch head, Percept H, Chennai, "As far as cooking oil is concerned, the market in South India is rather unorganised. Most people don't go to a shop to buy oil; they tend to order it over the phone, without specifying any brand. So, our biggest challenge is to create a buzz around the brand, VVS Oil, by positioning it in a unique manner and thereby creating brand recall."
The agency is planning to use TVCs, local magazines, outdoor and, possibly, radio as a part of its communication mix, in addition to below-the-line activities such as in-shop branding and consumer promotions. Percept H, through its communication, plans to make VVS Oil a large player in South India's cooking oil market.
For the record, VVS Oil is more than 50 years old and enjoys a presence in Tamil Nadu and Kerala currently. The company plans to concentrate on building brand recall in these two states, and is not planning to expand to other states in the near future.
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