Piyush did not want to show the regular lady cooking some dish. Neither did he want to give some functional talk. He played on the emotional plank.
In the 1980s, DCM approached Ogilvy to create advertising for an old brand they had- Rath Vanaspati. It was up against the might of the market leader Dalda.
Piyush Pandey was based in Delhi at that time, and he was briefed on most probably his first campaign.
Most edible oil/ vanaspati brands were into functional advertising – value, taste etc.
The core consumer insight which was given was that everyone believes that mothers cooking is the best.
He wanted a different, unconventional campaign. He did not want to show the regular lady cooking some dish. Neither did he want to give some functional talk. He played on the emotional plank by intertwining his mother’s love, capabilities and cooking.
He presented unconventionally too. He first recorded the jingle with Kavita Krishnamurthy which said – Teri har adaa mein pyaar hai, sab ka tujhe khayal hai, sabhi ke dilon ko tu jeetle…. aap ka haath aur Rath ka saath. Jaise sone pe suhaga.
Then he played the track and told the DCM team that he will only show two hands cooking. Unconventional, and initially, they were not convinced. But he put his foot down and had his way.
The completed TVC was shown to DCM. They loved it
This advertising changed the way Rath was looked at.