MUMBAI: With an aim to double its turnover to Rs 20 billion in the next four years, FMCG major Marico has for the first time launched its corporate advertisement campaign.

The campaign, which has been conceptualised by Bates India, highlights the uncommon sense in its approach. It also serves as an invitation for the best talent to join Marico in its future growth journey.

Titled 'Uncommon Sense,' the campaign is based on the insight that it is the unique paths taken by the firm in manufacturing, marketing and employee management that has been critical in establishing as the one of the top FMCG companies of India. The campaign is probably the first by an FMCG company focused towards attracting and enhancing talent.

Marico Limited chairman and managing director Harsh Mariwala said, "Marico's journey into the league of top FMCG companies in the country has been tremendous. It is probably the youngest company in the peer group and yet one that has achieved a lot in that short time. Also its abilities as a wonderful place to work for and as a career custodian are under-leveraged gap which we can use to attract talent."

He added that like its journey in the past, Marico believes that its future ambitions will be scaled by talented individuals with the zest for entrepreneurship and desire for growth. These two factors form the premise for the campaign.

The commercial features one of Marico's own brand managers. "We realised that the passion with which people drive business is very unique to Marico and that only an employee can bring alive the fire and passion that was required in the film. When we screen tested Aparna Roy, a brand manager at Marico with other models we found her to be vastly better than others, simply because of the Marico spark that she brought to the film," said Bates CEO Subhash Kamat.