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The new campaign will focus on establishing Jeet's presence in
a versatile range of culinary offerings comprising paav bhaji masala,
sambhar masala, hazma hajam, tadka mirch, channa masala, meat masala,
chicken masala apart from the regular fare of garam masala, haldi
(turmeric), dhania (coriander seed) and so on.
On the treatment of the campaign, Vivek Srivastava, executive director
of Triton says, "There is a delightful dose of humour as the
Jeet family tries to ward off the pesky neigbours who come to disturb
their fun with meals. To add punch to the authentic flavour aspect,
the branding has been embellished with a vernacular touch too. Hence,
the paav bhaji masala is called Bambaiya paav bhaji and sambhar
masala is called sambhar dakhini and so on."
Srivastava says, "Apart from DD, the campaign will be on air
on news and general entertainment channels such as Sony and Zee.
90 per cent of the spend would be on television."
Aar Aar Fragrances had spent Rs 15 million, mainly on television-oriented
advertising campaign earlier this year.
"Targeting women in SEC A and B, the position of the brand
was driven by a desire in every woman's heart to be a winner at
culinary tasks. Jeet Masale are her allies in making her a winner
every day," says Triton’s executive creative director
Aatanu Chakraborty. The media strategy included DD, DD Metro apart
from cable and satellite channels.
The company has been working on its expansion plans for a nationwide
presence. Initially launched with a North-centric distribution,
Aar Aar Fragrances has also forayed into the western region and
is also strengthening its operations in the southern market. The
other players in the same segment include MDH, Everest, Catch and
Ashok. Triton had won Jeet spices account in January this year.
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