Publicis Dialog to promote olive oil

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | May 20, 2009
The activation arm of Publicis Ambience will handle the creative mandate for the International Olive Council in India for a year

Publicis Dialog will promote olive oil and table olives in India, as a result of the International Olive Council's (IOC) global decision to award the mandate to the Publicis Groupe. Publicis Dialog is the activation arm of Publicis.

Publicis Dialog will partner agr! agro, the arm of Publicis that specialises in communication for the food and agriculture industries. agr! agro isn't present in India as yet.

The promotional campaign for the IOC will work towards increasing awareness and consumption of olive oil and table olives by highlighting their health benefits. The slogan that the Council will use is "For a Tastier and Healthier Tomorrow".

Publicis will look after the advertising -- above the line and below the line, media planning and buying for the IOC.

& #BANNER1 & #The campaign will be launched in India on May 21 in Bengaluru and will go on throughout the year. It will include activities such as exhibitions, international food fairs, road shows, newsletter and updated website, women's workshop and public lectures. The target groups that the IOC aims to reach are opinion leaders and makers -- which include doctors, journalists, scientists, health writers and Indian chefs -- and end consumers as well.

In an official statement, M Sbitri, executive director of the International Olive Council, says, "The strategic and tactical expertise that agr! agro brings onboard would immensely help in promoting the use of olive oil in India. We look forward to a long-term relationship."

Param Saikia, CEO, Publicis Dialog/Modem, says, "It's a privilege to add International Olive Council to our client portfolio. The IOC management has tremendous expectations from us and we are confident of meeting them and adding value to their communication initiatives."

The International Olive Council came into existence in 1956.