Network Advertising has launched a campaign for cookware brand Vinod Cookware.
Vinod Cookware, with its keen understanding of the Indian consumer and their cooking habits has consistently introduced revolutionary cookware that not only looks good but is also good to cook in and easy to maintain. It offers a wide range in key product segments – pressure cookers, kadais, topes, etc. It offers SKUs in SAS metal, SAS metal bottom, non-stick and hard anodized.
Platinum range is made using SAS Metal, which is stainless steel, aluminium and stainless steel sandwiched together, the combination of these 3 layers ensures that the heat is distributed evenly across the cookware and the food does not burn. Platinum range with SAS metal offers ‘Even Heating and No Burning’, the product insight is based on consumer insight that whilst the consumer is aware of the ill effects of cooking in aluminium, she also does not want to cook in steel because it requires constant attention and there is a good change that the food will burn.. Vinod Cookare Platinum range allows the consumer to finish their cooking efficiently and effectively without having to worry about the food burning.
To communicate the point, the brand has created a TV film which highlights the brand proposition in a humorous and memorable manner. The campaign is also extended to print and digital to give it a complete 360 degree impact.
Shayondeep Pal - chief creative officer, Network Advertising, said, “First and foremost, the idea was to break the category code to get the eyeballs. All we know is when it comes to cookware, we end up showing home-makers, happy kids and satisfied husbands. How do we stay away from this cliched universe and still talk about a revolutionary product innovation called SAS metal? At the other end of the spectrum, we didn’t want to make an esoteric commercial with a tenuous connect. So, the attempt was to come up with an idea that is organically humorous and closer to the product truth.”
Sunil Agarwal - director, Vinod Cookware said, “Vinod Cookware is synonymous with innovation and our offerings have been out strength. Our products have been able to stand the test of time and our substantial research has enabled us to understand the market and the consumers well. Our Platinum range is the perfect example of the focus we have on launching new products that address key consumer challenges. This new film created by Network Advertising encapsulates the brand and product promise effectively and I strongly believe that it will work very well for us in the market.”
Name of the creative agency – Network Advertising
Chief Creative Officer – Shayondeep Pal
Chief Strategy Officer – Sunit Khot
Creative Team – Saikat Sengupta, Kshitija Tagde, Sandeep Unnikrishnan, Praveen Chauhan, Hetal Joshi, Bharat Kuradia, Mayur Rane
Account Management Team – Hemal Bhuptani, Prashant Gupta and Ryan Carlo
(We received this information in a press release).