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Triton bags Leonardo Olive oil advertising account
NEW DELHI: Dalmia Continental Limited has allotted the advertising account of Leonardo Olive oil to Triton Communications, Delhi, following a multi-agency pitch. This was confirmed by Dalmia’s chief executive officer R Narayanan. The mandate includes both creative and media duties.
“We evaluated the proposals from more than 10 agencies before opting for Triton, which will be our communication partner in the creation and expansion of the market for the new brand. We would be choosing any medium which deems fit for the brand launch,” says Narayanan.
On the plans for the launch campaign, Narayanan added, “The campaign will be launched in February. The agency has proposed television and print medium ads but we are still evaluating our options.”
Triton’s executive director Vivek Srivastava said, “The brand is a pure Italian Olive oil bottled at source in Italy. Currently the market in India is estimated to be 1,500 tonnes annually and is growing at 30-40 per cent per annum. The critical issue is that category awareness is very limited and the usage is not defined. In fact, no brand till date has made a concerted effort to drive the right usage.”
The core strategy would be to take a leadership stance in the category and act like a category builder.
“Olive oil has legendary properties when it comes to preventive role in cancer, diabetes, obesity and reducing cholesterol levels. In fact, the endeavour would encourage daily usage in cooking Indian cuisine. To achieve this, the primary communication thrust would be on educating the consumers/women on the taste compatibility and above all the stellar health benefits the product provides,” said Srivastava.
The agency will target women from upper income segments in the age bracket of 25 to 40 years, who are progressive and would look at health being the primary benefit. Gradually the endeavour would expand the market to cover SEC B households too.
“The pricing of the product would be a lot higher on the face of it but it still manifests itself as a winner on the economy platform given its reusability up to three times unlike other oils and the lesser quantity used. To drive home these points literally, the brand shall be undertaking a communication effort that will have a mix of ATL (above the line) and intensive BTL (below the line) efforts. While print and TV would drive brand awareness and its key benefits, the sampling, cookery demos, recipe based promotions would ensure mainstream usage in Indian cooking and not just hobby cooking of continental or Italian cooking,” said Srivastava.
Triton will address the issue of consumer perceptions and usage of Olive oil from being a baby massage oil to a regular mainstream cooking medium. “That is where the challenge and the volume is,” feel Srivastava.
To enhance the media outreach on a customer contact level, Triton would be leveraging its in-house resource – a group company Triton Promotions and Rural.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
