The kind-hearted gangster Tunni Bhaiya is back and this time, it's Ginger Garlic paste. Nilon's, one of India's leading processed food companies strengthening its leadership position in the paste category, comes with a quirky Ginger garlic paste advertising campaign - 'Isme Pyaar Mila Hai' featuring the famous Tunni Bhaiya aka Pankaj Tripathi. Ogilvy conceptualizes the campaign.
In a humorous way, the campaign emphasizes the superior quality ingredients and attention to the smallest detail that goes into making Nilon's Cooking Pastes. It features Pankaj Tripathi playing the role of a good-at-heart gangster obsessed with cooking and uses his cooking skills to negotiate with the police guys who have come to arrest him. Tunni Bhaiya insists the police people have the meal he cooked, and while they all relish the meal tunni bhaiya and the gang escape. The series of this advertising campaign has got people hooked on the character of tunni bhaiya portrayed by Pankaj Tripathi.
Speaking about the campaign, Dipak Sanghvi, managing director, Nilon's said, "In a Food category where communication is almost every time revolving around the woman in the kitchen, we thought about breaking the mold. Being the category leader in cooking pastes, it was our responsibility to break stereotypes and Pankaj Tripathi as our brand proponent, perfectly fits the scheme of things. In the commercial, we have Pankaj Tripathi as a food-loving good-at-heart gangster who is obsessed with cooking and uses his cooking skills to get the job done."
Sanghvi added about the product and the overall category, "The overall paste market is pegged at Rs 350 Cr growing at 25-30% CAGR. The demand can be attributed to the consumer constantly looking for more convenience, faster cooking, and ready to pay extra for that. Consumers seek not just any product but solutions to their problems, reducing their overall cooking time without comprising the nutritional value. Nilon's as a leader in the cooking paste category has always believed in setting new benchmarks for the industry both from the process and product perspective. Our Ginger Garlic Paste is made out of a unique cold grinding process keeping all the nutrients as well as aroma intact."
Nilon follows high and stringent manufacturing standards and emphasizes using food-grade multi-layered packaging material to retain the freshness of the products over a longer period. Packaged in a contemporary and attractive sachet and reusable spout pack, the product will be available across the length and breadth of the country in all general trade.