f late, certain brands of edible oils have known to suffer from an ailment - therapeutic association. Saffola, for example, was a victim and is still trying to break out of the 'curative' label and move to a 'preventive' image. An outcome of this effort is the association with health and wellness, which seems to be accepted by consumers. Companies are now taking it forward through below-the-line activities.

The last quarter of 2005, saw Adani Wilmar's Fortune and Marico's Saffola get on to the ground and trying to reach consumers at various touch-points. Saffola has undertaken initiatives like Dial-a-dietician (The Brand Reporter November 1-15, 2005), promoting messages of preventive heart care on World Heart Day through Mumbai's dabbawalas and roping in popular celebrities to pledge to take care of their heart, the Laughter Olympics and so on. Fortune, on the other hand, tried out a different option of reaching consumers on roads leading to malls, parks, residential colonies or clubs.... more