The Hindu Business Line : Marico's first-ever corporate campaign

FMCG major Marico Ltd, launched for the first time its corporate advertisement campaign. The campaign highlights the uncommon sense in its approach and serves as an invitation for the best talent to join Marico in its future growth journey.

Titled `Uncommon Sense,' the ad campaign has been created by Bates India Pvt. Ltd and is based on the insight that it is the unique paths taken by the firm in manufacturing, marketing and employee management that has been critical in establishing as one of the leading FMCG companies of India. The campaign is probably the first by an FMCG company focused towards attracting and enhancing talent.

"Marico's journey into the league of top FMCG companies in the country has been tremendous. It is probably the youngest company in the peer group and yet one that has achieved a lot in that short time. Also its abilities as a wonderful place to work for and as a career custodian are under-leveraged gap, which we can use to attract talent," said Mr Harsh Mariwala, Chairman & Managing Director, Marico Ltd, on the need for the campaign. He added that like its journey in the past, Marico believes that talented individuals will scale its future ambitions with the zest for entrepreneurship and desire for growth. These two factors form the premise for the campaign.

The commercial features one of Marico's own brand managers. "We realised that the passion with which people drive business is very unique to Marico and that only an employee can bring alive the fire and passion that was required in the film," says Mr Subhash Kamat, CEO of Bates. "When we screen tested Aparna Roy, a Brand Manager at Marico with other models we found her to be vastly better than others, simply because of the Marico spark that she brought to the film," he adds.

Currently Marico is amongst the strongest performing companies and also is recognised for some of the brightest and highest ranking professionals in the industry. The company is firmly on the growth path with strong results in the past couple of years and ambitious plans for the future.