Hudson Canola Oil launches interactive video campaign

By afaqs! news bureau , afaqs!, New Delhi | In Digital | May 22, 2014
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The interactive 'Cooking with Love' campaign allows users to direct the course of the video.

Dalmia Continental has launched an interactive YouTube campaign series "Cooking with Love" for its flagship brand Hudson Canola Oil. Executed by Drizzlin Media, the interactive campaign allows viewers to take decisions for the protagonist and thus reach a conclusion of their choice.

Deepak Goel

The campaign opens with a shot of the protagonist, Yash, trying to seek forgiveness from his wife by cooking a romantic meal for her on their anniversary. The viewer is required to help him with the cooking process and decide what Yash should or should not do. Each video is linked to two possibilities and the viewer gets to choose what comes next, unfolding the story in multiple ways. With an interlinked loop of 13 videos, there is a range of possibilities from which the viewers can choose.

Himani Dalmia, general manager and head, marketing, Dalmia Continental, says, "Since 2007, we have endeavoured to interact with our target audience through every medium possible - both offline and online - to make them aware of the benefits of canola oil and the pleasure of cooking with Hudson. With this video, we hope to establish our brand in the minds of consumers through something fun, interactive and completely novel."

Deepak Goel, founder and CEO, Drizzlin Media India, states, "Our mandate was to creatively engage with the target audience. The video was a result of an understanding of today's youth, who are more open to trying new ways to seek forgiveness for forgetting important life events. While making the video, each one of us could associate ourselves with the difficulty Yash faces in the kitchen. This further helped us to link more possibilities. We sincerely hope the viewers would be equally ecstatic about the video."

Hudson Canola Oil is a brand owned by Dalmia Continental. Canola oil is neutral in flavour and aroma, with a very high smoking point, making it an ideal cooking medium for Indian food. The company claims that the oil is enriched with lowest saturated bad fats and very high monounsaturated good fats, along with high omega-3 content.

Dalmia Continental launched its flagship product, Leonardo Olive Oil which was acquired by Cargill India in February 2014. DCPL launched Hudson Canola Oil in 2007, and now aims to make it even more successful.

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