MAM
Mustard oil brands disclose zero info on pungency levels: Mustard Oil Pungency Awareness Survey 2023
Mumbai: A Mustard Oil Pungency Awareness Survey 2023: ‘Jhaanjh Ki Jaanch’, an independent survey conducted by NFX Digital across major mustard oil markets of North and East India reveals a surprising information gap among the consumers regarding the pungency level of mustard oil, its primary characteristic. Astonishingly, 85 per cent of respondents were unaware of this most important benefit of mustard oil despite its regular inclusion in their culinary pursuits.
Basis the findings of the survey and with the intent to empower consumers with the right knowledge about Mustard Oil, Emami Agrotech Ltd has introduced its ‘Emami Healthy & Tasty Kachchi Ghani Mustard Oil,’ in a unique selection of three distinct pungency levels: mild (Jhaanjh level: .24 per cent), strong (Jhaanjh level: .30 per cent), and super strong (Jhaanjh level: .36 per cent). This disruptive & innovative concept, tailored to individual taste, is set to redefine the mustard oil landscape. This is the first time that any edible oil brand is offering such information.
The quantitative survey conducted by NFX Digital aimed to gain insights into consumer awareness, perceptions, and preferences regarding Mustard Oil pungency level. The survey revealed that consumers seek ‘pungency’ or jhaanjh as the primary reason for mustard oil consumption for specific taste and aroma. Respondents acknowledged that the pungency in mustard oil imparts a robust flavor and aroma, making it an essential component of their cooking.
A remarkable 75 per cent of users expressed a keen interest in learning about the pungency level in mustard oil. Additionally, the survey displayed that 91 per cent of users are ‘very likely’ to try a mustard oil brand that provides clear information regarding its pungency level on the packaging, reflecting a strong desire for transparency to make informed purchasing decisions.
Commenting on the findings of the survey and the need to launch a novel product endeavour, Emami Agrotech Ltd president, marketing Debasis Bhattacharyya said, “At Emami Agrotech, we are committed to offer transparency and honesty to our consumers and not just products. Therefore, the Mustard Oil Awareness ‘Jhaanjh Ki Jaanch Survey’ presented the right opportunity to honor our consumers and empower them with a ‘right to know’, so that they can make informed choices about their preference of mustard oil – one of the most essential ingredients in their kitchens. We hope ‘Emami Healthy & Tasty Kachchi Ghani Mustard Oil,’ with its three different pungency levels will offer the freedom of choice to our consumers to select their preferred levels of pungency.”
Expressing her thoughts on the survey and the consumers’ right to know, chef Pankaj Bhadouria, India’s first Masterchef said, “In the rich culinary tradition of the northern and eastern parts of India, mustard oil plays a vital role. Unfortunately, mustard oil brands in India have no standardization for their pungency levels and often it varies from pack to pack even in the same brand. Consumers being unaware, end up buying a product, which may not meet their satisfaction. It is heartening to see Emami Agrotech being the first mover to display pungency levels on their packs, bringing transparency for the buyers.”
With a ‘jhaanjh’ (pungency) percentage labeled on each variant, Emami Healthy & Tasty Kachchi Ghani Mustard Oil is available with prices ranging from Rs 155 to Rs 180 for 1-liter pouches, as per the pungency levels and will be available in key markets such as Bengal, UP, Bihar, and Jharkhand etc. from December 2023 onwards.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
