Retaining loyal clientele, P Mark Mustard Oil shows the way

This time around, Boman is joined by Neena Gupta, who plays an irritable neighbour. After a series of skirmishes, the two characters bond over fond memories of their favourite dishes prepared using a mustard oil brand that has been around for generations. Shot amidst the old world charm of Khoja Bungalow, a popular filmmakers’ location at Versova in Mumbai, the film is directed by Kayoze Irani

If a brand stands equally strong and preferred amongst its customers even after nine decades of being in the market, then there must be something (read something special) in that product or brand. And that’s exactly the message, P Mark Mustard Oil, a leading brand of mustard oil, wants to send across to its loyal customers and prospective customers.

Puri Oil Mills Limited, the makers of P Mark Mustard Oil, reposted faith in its long-time brand endorser, Boman Irani and acclaimed actress Neena Gupta to come up with its new TVC with the clear message: ‘Kuch Tho Baat Hai Iss Tel Mein’ (there is something special about this oil).

It is worth recalling that the company is a pioneer of sorts as it happens to be the first mustard oil brand to venture into mainstream television advertising and the first mustard oil brand to sign on a celebrity brand ambassador.

“The idea for this ad actually came from our loyal customers – spanning generations – who have been using the brand for nine decades. Reaching out to these customers via research studies and focus group discussions, we often asked them what they liked about P Mark Mustard Oil. They unanimously felt that there was something special about the oil in terms of flavour, aroma and the overall dining experience; there was some indescribable quality that drew them back to the brand time and time again. They also admired the consistency in quality and purity that the brand had been delivering across the years. Echoing the feelings expressed by our customers, we developed the proposition for the new campaign – Kuch Tho Baat Hai Iss Tel Mein (there is something special about this oil),” said Vivek Puri, Managing Director, Puri Oil Mills Limited.

Boman Irani has, of course, been associated with the brand for a very long time. For more than a decade, Boman has played a wide variety of roles in numerous campaigns for the brand, including as an enthusiastic departmental store shopper; a quirky tabla ustad; an out-of-control boxing coach; a bungling chef and an incompetent language translator.

This time around, Boman is joined by Neena Gupta, who plays an irritable neighbour. After a series of skirmishes, the two characters bond over fond memories of their favourite dishes prepared using a mustard oil brand that has been around for generations.

Shot amidst the old world charm of Khoja Bungalow, a popular filmmakers’ location at Versova in Mumbai, the film is directed by Kayoze Irani. The Production Designers are Taanumanshyaa Bhanndari and Yohan Khatao. The DOP for the film was Satchith Paulose, a cinematographer known for his work in films like ‘Pathan’ (2023) and the much acclaimed short film ‘The School Bag’ (2017) which has won multiple international film festival awards.

Umesh Verma, GM – Marketing and Communications at Puri Oil Mills Limited, on his parts, said, “As a brand, we are always trying to up the ante. We were the first mustard oil brand to venture into mainstream television advertising and also the first mustard oil brand to sign on a celebrity brand ambassador. We are always seeking to enhance the ‘Wow Factor’ for our customers. So this time around, we decided to add another celebrity alongside Boman Irani. The choice of Neena Gupta was a well thought-out strategic decision based on multiple parameters. First of all, she suited the script that had been developed for the new ad film. Secondly, her recent roles in many popular OTT series have increased her fan following among young generation viewers, who constitute an important customer segment for our brand. Moreover, she had recently co-starred with Irani in the film Uunchai and they had paired really well.”