MUMBAI: The Womb’s latest campaign for Sunny Oil focuses on addressing tough situations faced by women at home which most often are pushed under the rug.

Women play a very critical role as ‘equals’ in modern households. And as ‘equals’ there are times when women have to take tough decisions. And in these tough times they are bombarded with opinions from family & friends. In this confusion, our belief is that it is the inner instinct rather than external advice which helps a woman in making the right decision.

Sunny Oil’s latest campaign highlights such difficult situations faced by women. In its three-spot campaign the first spot brings alive a scenario in which a mother finds out that her teenage son is watching porn on his mama’s cellphone. Another other spot showcases a woman who’s going through a pregnancy complication – and she has to make a choice – should she keep the baby, or not. The third spot focuses on building the product’s immunity credentials’.

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Along with TV & cinema, other media including retail, digital and social will amplify the brand’s new point-of-view.

Commenting on the new campaign, Frigorifico Allana Pvt Ltd head of marketing Prashant Sarwade said, “Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki brings in a fresh perspective and attempts to break the stereotypical “smile karti hai, khana pakati hai” imagery of the women. It is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.”

The Womb founding partner Kawal Shoor had this to say, “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonise her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly, with ‘Life Aapki, Recipe Aapki.”

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The Womb creative lead Suyash Khabya added, “Instagramable food shots, ingredient product benefits or gyan to women. That’s how brands are advertising to women today! Here we are neither judging them nor are we showing them in fancy cooking setup or in slow motion oil pouring shots. The Life Aapki, Recipe Aapki campaign is a radical, fresh take. The whole idea is to trigger conversations, help women open up and empower them. As for the two specific situations in the films, we through hazar vulnerable ones to finally pick these, as we believe every woman will instantly connect with them. And yes, hats off to Varma (Director, Nirvana Films) for his deft handling of the sensitivity and keeping the tone of the campaign as real as it can be.”