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The story of Brand P Mark has always been about raising the bar, leveraging cutting-edge R&D to create innovative and value-added product and consistently aiming at taking the brand to the next level. Starting out as a typical SME product, P Mark emerged as the first mover in its segment, breaking away from a “commodity” identity and redefining its image as a branded FMCG product. Through a series of carefully planned initiatives, the brand expanded its portfolio, enhanced its packaging and maintained its leadership status across key North Indian markets.
As a part of this endeavour, the brand also pioneered the advent of mustard oil in mainstream advertising, appearing prominently in print, OOH and Below-The Line media vehicles, later breaking new ground by releasing a series of Pan-India television campaigns to take the brand – and mustard oil – to a new level. Traditionally, on account of various historical reasons, mustard oil had been perceived as a “poor man’s oil”, mainly because of its availability through the Public Distribution System (PDS). The marketing and advertising initiatives of P Mark Mustard Oil went a long way in transforming this image of mustard oil.
The new, refurbished image was further reinforced by mass media campaigns that advertised key innovations and value additions in mustard oil – through the launch of P Sparkle, India’s First Light Mustard Oil and P Sanjeevani, India’s First Agmark and SGS Certified Organic Mustard Oil. In a dramatic development, leading cardiologists began advising their patients to switch to P Sparkle and P Sanjeevani as their primary cooking medium.
The custodians of Brand P Mark have always been proactive in responding to changing market scenarios and customer needs. As India’s population progressively became younger (by 2020, more than 50 percent of the country’s population will comprise youth and young adults), the brand decided that it needed to undergo a Rejuvenation Initiative to ensure that mustard oil remained relevant to a new, youthful audience.
To carry this out, a leading Design Architecture Consulting firm – Lopez Design – was appointed. The new architecture for Brand P Mark was decided on the basis of intensive research. To test the acceptance of the new brand identity, in-depth customer research and focus group discussions were carried out by a leading brand research organisation amongst consumers across the brand’s core markets. The new face of Brand P Mark was now ready for unveiling.
The brand management team strongly felt that in line with contemporary marketing strategies, it was necessary to find a brand ambassador, who would help in capturing a share of the young minds and, at the same time, be memorable for the existing loyalist customer base. In a radical departure from tradition, Brand P Mark decided against using a stereotypical female brand ambassador. Instead it chose the veteran character actor, Boman Irani, as its ambassador.
P Mark + Boman Irani
The television commercial for launching the new face of Brand P Mark was shot in Mumbai with a leading cinematographer and a team of seasoned Bollywood film production personnel. 2014 is a watershed year for Brand P Mark – the launch of a new brand identity, unveiled by a new brand ambassador, and reaching out to new customer segments.
This is Brand P Mark moving to the Next Level!