client: pakistan oil mills brand: pure cooking oil Region: APAC
Marcom Network Agencies brand culture network | a brand-first marcom network creativecom | a brand-first storytelling agency MI films worldwide | a brand-first films production agency
Ideator, Storyteller & Filmmaker: Ehmer Kirmani
Creative Transformation & Perception Reshaping
Pure Cooking Oil
How do you differentiate a new brand in a saturated market?
We decided to choose a communication route – not taken before in the category – pure lightness.
Based on the insight that it’s the daughter- in-law which holds the ‘key to the hearts’ of the household, the ad highlighted the ‘Purity Lock System’ and the light humor which pervaded the the house that our heroine lives in, essentially tying it to the brand’s key product features.