Purple Spinach Communications wins the creative mandate for Cocoraj coconut oil
20 Jan 2011
Following a multi-agency pitch, Purple Spinach Communications has won the creative duties for Cocoraj coconut oil. This is the for first time that the brand has got a creative agency on board. Earlier, Cocoraj's creative duties were handled by an in-house team.
Speaking about the brief to the agencies, Sandy Pinto, founder, Purple Communications, said, ''The brief was to create communication that was a clutter-breaker in the category and dwelled on the proposition of trust and purity.''
To begin with, Purple Spinach Communications has launched a television commercial for Cocoraj featuring Krushnaa Patil, the youngest Indian woman to climb Mt. Everest.
On roping in Patil, Pinto said, ''We are associating with the new age Indian woman. This is the consumer, who understands that products and brands can't look pretty and woo them without having real substance.''
The TVC has been produced by Anand Wagle of Full Circle Films.
Aarif Tharadra of Raj Oil Mills Ltd, which owns the Cocoraj brand, said about the campaign, ''The challenge was to establish the product promise of trust and purity, and at the same time be completely different in the category.''
Tharadra added that the brand was targeting the new age mother, who is very discerning and understands the value of money.
Pinto, who earlier worked with Ignitee Digital Solutions as senior vice president, had quit the agency to launch Purple Spinach Communications in 2010.
