Allanasons India initiates creative pitch for edible oil brand

The process is underway in Mumbai.

Allanasons India (Allana) has initiated a creative pitch for its edible oil brand. Sources inform that the company plans to foray into the edible oil space in India and launch its oil brand Sunny in the market. However, the company is yet to finalise the name under which the product will be marketed in India.

While the ad spends for this launch could not be ascertained at the time of filing this report, they are said to be substantial.

The process began a week back and is currently underway in Mumbai. So far, four leading agencies are in conversation with the brand team. The winning agency will be required to handle the strategy, launch campaign and positioning for the brand.

Sunny belongs to the IFFCO Group that is promoted by Allanasons India. Allanasons India was founded as Allana in 1865. IFFCO was established in the UAE in 1975. Today, it is an international group that manufactures and markets mass market food products across the globe. Besides Sunny, other popular brands under the company's portfolio include Noor, Tiffany, London Dairy, Hayat, Igloo and Rahma.

The group is present in 28 business sectors and has 33 manufacturing plants across the world. The company has investments in oil and fat manufacturing in Egypt, Tunisia, South Africa, Turkey, Pakistan, Malaysia, Indonesia, China and the United States of America. It also plans to launch projects in Saudi Arabia and India.