Wikispanishfood editorial team
The second phase of the Olive Oil Promotional Program in India was rolled out in December, an initiative by Aceites de Olive de España, with the cooperation of the European Union and Spain's Ministry of Agriculture, Food and the Environment.
As part of the second year of the program, a series of promotional actions were implemented in December and January to teach the people of India, the world's second-most populous country, about olive oil's virtues under the slogan "Join the Olive Oil Revolution".
The main new feature this year was a 60-second spot that was viewed at 157 movie theaters in the country's six biggest cities (Delhi, Bombay, Hyderabad, Calcutta, Pune and Bangalore). This medium has an enormous potential impact, as India is the country with the highest number of theatergoers in the world. An intense TV ad campaign was also launched on 25 channels (Star Plus, Colors, Sony, Star Movies, Discovery, Warner Bros, etc) throughout the country, and was broadcast almost 5,000 times.
Another new feature of this year's campaign was the inclusion of promotional images on 300 taxis in Delhi and Bombay for one month. As from 1 January, the campaign is also being featured in leading Indian media (Mial Today, Hindustan Times, Mid-Day, Bombay Times, Delhi Times, Pune Times, Chennai Times, Ahmedabad Times, Kolkata Times, Bangalore Times and Deccan Chronicle) for the next few months.
Additionally, tastings were organized at shopping malls in Delhi and Bombay. On January 14, a very special event was held with the specialized media and bloggers, organized by chef and TV show host Kunal Kapoor, and in which nutritionist Seema Singh also participated.
These actions are part of a broader, three-year promotional program, and thus far they have been extremely successful. In its first year, actions in India had 100 impacts and, more importantly, surveys of Indian consumers yielded very positive data. In fact, 85% of those surveyed expressed interest in buying the product, which they value very highly. Additionally, 65% primarily identified olive oil as a healthy (65%) and high quality (32%) product.