Brands
Figaro ropes in Sunil Grover for campaign highlighting multipurpose olive oil proposition
Integrated campaign supports refreshed brand identity and aims to reach over 40 million consumers across India
MUMBAI: Figaro, the olive oil brand owned by Deoleo, has launched a new integrated marketing campaign featuring actor and comedian Sunil Grover as part of a refreshed brand identity centred on its multipurpose positioning in India.
The campaign marks a new phase for the century-old brand, which has been present in India for more than 40 years. According to the company, products positioned for multipurpose use now account for nearly 48 per cent of Figaro’s business in the country.
The campaign film draws a parallel between Grover’s ability to portray multiple characters and Figaro’s versatility across everyday household uses. Set on a film shoot, the advertisement follows the actor switching between different roles before linking his adaptability with the brand’s multipurpose proposition through humour.
“Every successful campaign begins with a strong consumer insight. We recognised that consumers have long embraced Figaro as a multipurpose olive oil, and our objective was to express that behaviour in a way that felt distinctive, entertaining and memorable. Rather than simply talking about versatility, we wanted audiences to experience it through storytelling. Sunil Grover’s unique ability to connect with people through humour made him the ideal partner to bring this idea to life,” said Satarupa Majumdar, marketing director, India, Deoleo.
Grover said the campaign resonated with him because it showcased one of the brand’s strongest attributes in a relatable and humorous manner.
Ahead of the nationwide rollout, Figaro collaborated with digital creators to build early awareness around the campaign and its refreshed visual identity. The campaign will run across television, digital platforms, social media, influencer collaborations, retail and e-commerce channels.
The company said the integrated media plan is expected to reach more than 40 million consumers across India over the next six months.
Established in 1919, Figaro is part of Deoleo, the world’s largest olive oil company, and offers Pure, Extra Virgin and Extra Light olive oil variants in India.
