Brands
Hudson Oil appoints Grapes Digital to handle digital mandate
MUMBAI: In a recent announcement, Hudson Canola Oil has appointed Grapes Digital as its digital agency. The agency will handle the complete digital mandate. The account was won after a multi-agency pitch.
The agency will be involved in the digital media planning and buying, strategy, content creation and design across all social media platforms.
Food is an art on Instagram, cooking is a passion on blogs and information about health is just a click away. In this landscape, how can an oil brand join the conversation? This objective is now in the capable hands of Grapes, which is tasked with highlighting Hudson’s relevance in today’s Indian kitchen, using the most innovative ways possible to help increase brand awareness and drive business growth.
Grapes Digital founder Himanshu Arya says, “We are excited to partner with Hudson Canola Oil, the brand that introduced canola oil to India and the one that has led development of the canola oil category in a market where it was unknown. We are delighted to work with a brand that understands the ‘digital first’ approach. We look forward to use our digital expertise to help the brand touch new heights,”
Dalmia Continental senior vice president Akash Premsen adds, “The company’s core competency is blowing open categories that Indians did not know of or consider and creating leading brands. With Leonardo Olive Oil previously, India realised an entire new way of life. With Hudson, we have a product inherently linked to consumer behaviour and health in the Indian kitchen. We are confident of fast adoption because homes are ready for this revolution.”
The company is targeting Rs 300 crores from Hudson in five years and intends to expand the portfolio to focus on demographics that almost all oil companies ignore because they are in the commodity business, not in the consumer benefit business.
Currently, the oil category is stodgy, old and stuck in the 1990s, with almost zero appeal to the millennial generation. Hudson wants to speak directly to the young, savvy, health-aware and global-minded consumer.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
