Nilon’s new campaign - ‘Isme Pyaar Mila Hai’

Nilon’s, one of India’s leading processed food companies, has come up with an advertising campaign - ‘Isme Pyaar Mila Hai’ consisting of a series of ad films for their range of Western blended spices, Chinese sauces, Chutneys, Instant mixes, and many more.

In a humorous way, the campaign emphasizes the superior quality ingredients and attention to the smallest detail that goes into making Nilon’s products. The campaign features a series of unconventional and humorous ad films released on both TV and digital mediums.

In the film, Pankaj Tripathi plays the role of a good-at-heart gangster obsessed with cooking, uses his cooking skills, and loves to give the police the slip, get information from a captive rival, or ensure that a guest leaves only after eating a meal. Each film ends with the message ‘Isme pyaar mila hai.’

Speaking about the campaign, Dipak Sanghvi, managing director, Nilon’s said, “We at Nilon’s are always committed to offering our patrons-only the best products made out of quality ingredients. We wanted to communicate this more eccentrically to build a better brand affinity and recall. We found perfect synergies with Pankaj Tripathi as our brand proponent since both shared passion for doing things well along with the secret ingredient called love. This led us to choose our tag line, ‘Isme pyaar mila hai’, for the campaign. The campaign has struck the right chord with our audience, and the response has been fabulous.”

Rajheev Agarwal, director and chief executive officer, Nilon’s, said, “ The campaign messaging perfectly reflects our brand ethos, everything we stand for. We are very excited about our new campaign and associate with such a versatile actor as Pankaj Tripathi takes it a notch higher. The commercials have come out very entertaining, with lots of drama and a fun quotient. The initial responses have been encouraging and beyond our expectations.”

Anurag Agnihotri, managing partner, creative, Ogilvy India-West, said, “For a category that mostly talks to homemakers, we introduced Pankaj Tripathi, a very unlikely candidate into the mix but as a food-loving gangster who spreads the message of love through his love for cooking. We hope these ads will be memorable.”

Nilon’s range of innovative products and new-age quick food options across categories like Western blended spices, Chinese sauces, Chutneys, Instant mixes, and others provides consumers the goodness of authentic food while presenting it in a convenient and simple format.