Bail Kolhu

The Challenge

Bail Kolhu faced two primary challenges:

Increased Competition: While Bail Kolhu had a loyal customer base, the brand had not previously engaged in extensive advertising. Recently, however, competitors launched aggressive promotional campaigns targeting Bail Kolhu’s core markets, prompting the need for a strong response to protect consumer loyalty.

Expansion Goals: With plans to grow into new markets across North India, Bail Kolhu aimed to reinforce its dominance in existing territories while establishing a presence in new ones.

Bail Kolhu faced two primary challenges:

Campaign Objectives

• Primary Objective: Reinforce Bail Kolhu's brand loyalty in existing markets.
• Secondary Objective: Build brand awareness in new markets to support expansion goals.

Solution & Strategy

Sepia Advertising leveraged Bail Kolhu’s legacy and strong brand reputation, creating a campaign around the impactful message: "Bemisal. Barson Se." This tagline highlighted the brand's unparalleled quality and longstanding market presence.

Media Strategy

• Phase 1: Targeted regions included Uttar Pradesh, Uttarakhand, and the Delhi NCR area. Media channels focused on regional radio, print, and out-of-home (OOH) advertising to maximize local impact.
• Phase 2: As brand traction grew, Sepia planned for national TV advertising to further strengthen Bail Kolhu’s presence across India.
• Additional Focus: Events and exhibitions were strategically used to create a direct connection with consumers and enhance brand visibility.

Results

The campaign effectively met its objectives, leading to a 30% increase in sales for Bail Kolhu. Today, thanks to the brand reinforcement and expansion strategy executed by Sepia Advertising, Bail Kolhu achieves an impressive annual turnover of INR 4,000 crore, cementing its status as a leading mustard oil brand in India.