Madhuri Refined Oil

Strengthening a Legacy in Edible Oils

Insights

Madhuri refined  Oil is a trusted legacy brand in the edible oil segment in the state of Madhya Pradesh since 1992—a homegrown favourite thriving in one of the most crowded and competitive categories, where players jostle at every price point.

 

The Objective

To rejuvenate the brand, enhance visibility and strengthen its market trust  in this increasingly competitive landscape 

 

The Background

Madhuri Refined Oil, a trusted name in the edible oil industry since its launch in 1992, has been a strong MP-based brand catering to the taste and health preferences of the region’s people. Known for its healthier and tastier alternative to regular cooking oils, Madhuri Oil is produced using a multi-stage, internationally acclaimed Standard Operating Procedure that ensures the perfect balance of health, taste, and natural ingredient retention. With extensive distribution across Madhya Pradesh and Chhattisgarh, the brand offers a wide range of consumer-friendly packaging, including pouches, tins, buckets, bottles, and jars.

 

Challenge


The primary challenge was to break through the noise in a highly cluttered edible oil market and establish an emotional bond with consumers in Madhya Pradesh and Chhattisgarh—regions where brand loyalty is hard-won, and purchasing decisions are deeply influenced by trust and cultural resonance. The task was to move Madhuri Refined Oil from being just another option on the shelf to a brand that felt like “family” for local households

 

The Strategy

Campaign Strategy: Celebrity Endorsement for Emotional Resonance

To deepen Madhuri Oil’s bond with consumers in its core Hindi-speaking markets of Madhya Pradesh and Chhattisgarh, the agency aimed to tap into authentic, emotional connect. The winning move: enlisting the much-loved TV icon Shilpa Shinde—renowned for her award-winning role in Bhabiji Ghar Par Hain and her triumphant stint on Bigg Boss. Shilpa’s relatable appeal and widespread popularity made her the perfect face to amplify Madhuri Oil’s message, forging a meaningful connection with families across the heartland



Execution:

Integrated Campaign Approach:

The agency orchestrated a unified, high-impact campaign with Shilpa Shinde at its heart.

  • TVCs: Engaging commercials showcased Shilpa championing Madhuri Oil’s values of health, taste, and purity—seamlessly marrying tradition with today’s wellness aspirations.

  • Print: Eye-catching ads leveraged her credibility as a symbol of trust and wholesome living.

  • OOH & Retail: Shilpa’s presence dominated billboards and retail touchpoints, building instant recognition and driving the brand message home across every channel.

 

Results:

  • Enhanced Emotional Connect: Shilpa Shinde’s endorsement helped Madhuri Refined Oil establish a stronger emotional bond with its target audience, reinforcing the brand’s reliability and trustworthiness.

  • Increased Brand Visibility: The integrated campaign significantly boosted the brand’s presence across TV, digital platforms, and retail touchpoints.

  • Sales Growth: The campaign drove higher consumer interest, leading to increased sales and market penetration in Madhya Pradesh and Chhattisgarh.

Poster 1