P Mark Mustard Oil’s latest advertising campaign has received a significant boost from the star power of two renowned celebrities, Boman Irani and Neena Gupta. Boman Irani has maintained a long-lasting partnership with P Mark Mustard Oil, lending his versatile talent to their campaigns for over a decade. Throughout this time, he has portrayed a multitude of roles, ranging from an enthusiastic department store shopper to a whimsical tabla ustad, a spirited boxing coach, a comedic chef, and even a comically inept language translator. In this new campaign, Boman collaborates with the accomplished character actor Neena Gupta, who portrays the role of an irritable neighbour.
The ad film unfolds a heartwarming story, portraying Boman Irani and Neena Gupta as initially vexed neighbours who ultimately discover a shared connection through treasured memories of meals prepared with P Mark Mustard Oil. The campaign’s ingenious approach is rooted in the emotions of devoted customers spanning generations, who have wholeheartedly embraced the brand for nearly a century. The campaign’s core message, encapsulated in the phrase “Kuch Tho Baat Hai Iss Tel Mein” (there is something special about this oil), encapsulates the heartfelt sentiments articulated in the brand communication strategy by Vivek Puri, Managing Director of Puri Oil Mills Limited, the creators of P Mark Mustard Oil.
Umesh Verma, General Manager of Marketing and Communications at Puri Oil Mills Limited, sheds light on the rationale behind choosing Neena Gupta for the campaign. He explains that as a brand, they are constantly aiming to elevate the ‘Wow Factor’ for their customer base. The decision to feature Neena Gupta was a carefully considered one, influenced by multiple factors. She was an ideal match for the script’s demands and has been amassing a growing following among younger viewers, a crucial customer demographic for the brand. Furthermore, her previous on-screen rapport with Boman Irani in the film Uunchai played a part in the selection process.
Boman Irani expressed his enduring connection with the brand, commending its innovative and unconventional approach to advertising, steering clear of the traditional methods associated with edible oil promotion. His role as the ambassador for such a dynamic brand has allowed him to immerse himself in a plethora of characters, a challenge that he finds immensely fulfilling.
Similarly, Neena Gupta echoed these sentiments, emphasising her delightful experience while collaborating with the brand. She had initially anticipated a run-of-the-mill edible oil advertisement but was pleasantly surprised to find herself in a unique narrative that effortlessly transitioned from lighthearted disputes to deep-seated emotions.
The ad narrative unfolds within the enchanting backdrop of Khoja Bungalow, a beloved destination for filmmakers located in Versova, Mumbai. This film, directed by Kayoze Irani, prominently features the creative expertise of production designers Taanumanshyaa Bhanndari and Yohan Khatao. Serving as the Director of Photography (DOP) for the film is Satchith Paulose, an accomplished cinematographer celebrated for his contributions to notable films like “Pathan” (2023) and the critically acclaimed short film “The School Bag” (2017), which earned multiple accolades at international film festivals.
While the advertising campaign has successfully sparked considerable excitement, it remains a testament to the brand’s unwavering dedication to delivering something exceptional within every drop of P Mark Mustard Oil.
