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<ul><li><keyword id="6942044" type="COMPANY" weightage="20" keywordseo="bl-agro">BL Agro</keyword> aims at a multi-fold increase of its Rs 2500 crores turnover.</li><li>The company plans to invest Rs 150 crores on Advertising in FY 2021-22.</li></ul>BL Agro Industries Limited, a Rs 2500 crore edible oils and food products company in India, is on an aggressive expansion mode, with extensive brand endorsements, to reach out to its target audience. The company which recently launched TVCs for its brands, Bail Kolhu and Nourish has rolled out its expansive marketing plans for the fiscal year 2021-22. The company would be investing in a media mix, of mainline, digital and innovative media vehicles lead by Television, to create brand positioning resulting in consumer awareness and demand of BL Agro’s products across India. “Our company is on an aggressive B2C expansion spree with a keen eye on profitable incremental growth and sustained capability, which can be achieved through proper marketing strategies,” says Ashish Khandelwal, Managing Director, BL Agro. “To take the brand to the next level through marketing and proper messaging, we have earmarked a media budget of Rs. 150 crores for the current year. With a vision to contribute in nation’s agri-economy, we would be channelizing our capacities through manifold approach to reach out to the maximum audiences,” adds Ashish. “BL Agro’s brands include ‘Bail Kolhu' a 50-year-old brand and ‘Nourish’, that have envisioned the growing need for adding nutrition to consumer’s daily food habits. The company recently on-boarded Nawazuddin Siddiqui, Manoj Bajpayee, Pankaj Tripathi and Shilpa Shetty for its brands," says <keyword id="11329634" type="PERSON" weightage="20" keywordseo="richa-khandelwal">Richa Khandelwal</keyword>, Brand Spokesperson, BL Agro. “The entire range of BL Agro’s products are for all age groups, across different stratas of society, and therefore it is imperative to be on every media. Television still holds the maximum mileage, where our spends would be close to 60%, followed by the print/radio/OOH, digital and online media and other media such as PR and influencer marketing," adds Richa. BL Agro produces nutritionally well balanced and superior quality food products, consistently, by using state-of-the-art technology that provides substantial support to nation’s farmers. The company has a wide portfolio of food products and rely on agricultural value chains to procure raw materials at scale thus boosting farmer income. The company also aims at empowering farmers and driving long-term growth through creation of infrastructure to support the agri-industry. At the same time, with expansion of such a magnitude, BL Agro is contributing considerably in the domain of employment generation. The company already has a workforce strength of about 5000, including a huge field force, and this number is set to go up in the times to come. In the current pandemic scenario, BL Agro is committed to work towards empowering the nation through large scale employment generation.

BL Agro to spend Rs 150 crore on marketing and advertising in FY 2021-22

<ul><li><keyword id="6942044" type="General" weightage="20" keywordseo="BL-agro" source="Orion">BL Agro</keyword> launches 2nd TVC for its brand ‘Bail Kolhu’ Mustard Oil featuring <keyword id="486655" type="General" weightage="20" keywordseo="Gangs-of-Wasseypur" source="Orion">Gangs of Wasseypur</keyword> Trio.</li><li>The ad intends to take the audience back to their food memories.</li></ul>BL Agro, a leading FMCG company has launched the second television commercial of its signature brand, ‘Bail Kolhu’, featuring the ‘Gangs of Wasseypur’ fame trio - <keyword id="7637" type="General" weightage="20" keywordseo="manoj-bajpayee" source="Orion">Manoj Bajpayee</keyword>, <keyword id="6359106" type="General" weightage="20" keywordseo="nawazuddin-siddiqui" source="Orion">Nawazuddin Siddiqui</keyword> and <keyword id="475128" type="General" weightage="20" keywordseo="pankaj-tripathi" source="Orion">Pankaj Tripathi</keyword>. The TVC is an amalgamation of emotions and nostalgia triggered by food. The story revolves around three friends who recollect their childhood and how certain food aroma has stayed with them for years. The advertisement intends to take the audience back to their much-cherished memories of having food with a tantalizing aroma. The advertisement starts from Manoj Bajpayee’s kitchen, where fresh pakoras are being prepared in mustard oil, which immediately takes him back to his school tiffin where he used to have home-cooked food. He remembers his ‘maa ke haath ke pakore’ and his fondness with the aroma of fresh pakoras. The second in the ad comes Nawazuddin Siddiqui who is seen feeling the nostalgia of aromatic and tasty home cooked food. The third in the series is Pankaj Tripathi, who also remembers his days while at acting school. The connection he has with mustard oil cooked besan sev and how he still cherishes those time spent with friends over food. <div type="Youtube" id="k4LAjcUjPqQ" title="Bail Kolhu - Khushbu aur Yaadein (TVC) | Manoj Bajpayee | Pankaj Tripathi | Nawazuddin Siddiqui" thumbUrl="https://i.ytimg.com/vi/k4LAjcUjPqQ/mqdefault.jpg"></div> The trio gracefully conveys the idea of creating memories with food and the emotional connect the food has with all of us. From celebrating occasions with family to eating with friends in the class, food is a vital ingredient in the verve. “Bail Kolhu is our 50-year-old signature brand, which has become a household name over the years. We have always intended to deliver the best quality edible oil because we understand that food is a common factor amongst all of us. Be it any occasion, food is the ingredient which connects us all and makes the occasion a memorable one. With this TVC, we wish to highlight the trigger food gives us”, says Ashish Khandelwal, Managing Director, BL Agro. “The journey of our stars, their respective struggles and triumphs fall in place with the brand, Bail Kolhu. Today, both in their respective fields are names and identities synonymous to excellence and commitment - Naam Hi Pehchaan Hai embodies the same through the TVC,” adds Ashish. The TVC created by Leads Brand Connect, a multi-dimensional creative agency, is launched across the national television channels. BL Agro also plans to roll out the same on its social media - Facebook, Instagram, Twitter and LinkedIn. “In this advertisement, we have tried to keep the essence of creating fond memories over good food and thus, ‘Khushbu Ka Yaadon Se Rishta’ is the tagline we have emphasized throughout the ad. We have tried to keep the same essence intact while conceptualizing this campaign. The friendship and chemistry shared by the brand ambassadors Mr. Pankaj Tripathi, Mr. Nawazuddin Siddiqui and Mr. Manoj Bajpayee on screen is not mere enacting of the script, but rather how close these friends are and how they connect each other over good food, says Sanjay Srivastava, CEO, Leads Brand Connect. Launched about 50 years ago, Bail Kolhu enjoys strong brand loyalty and is a preference for millions of homes today through its consistent quality over the years. With its sales touching around 15 million bottles per annum, the brand has a strong presence in Uttar Pradesh, Uttarakhand, Delhi NCR, Haryana, Punjab and Rajasthan and plans to expand to Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand, West Bengal and Gujrat in the near future.

Nawazuddin Siddiqui, Manoj Bajpayee and Pankaj Tripathi reminisce childhood days in BL Agro's latest ad for Bail Kolhu

<ul><li>Finance Minister of India Nirmala Sitharaman presented the Union Budget on February 1, 2022.</li><li>Struggling with high inflation and tepid rural demand, FMCG companies were hopeful for some positive news, steps and reforms that would help boost consumption in the economy.</li><li>However, with no changes in personal tax, there isn’t for hope for a drastic change in consumption and demand.</li><li>At the same time, there are enough subsidies to support the rural areas of the country.</li><li>Here’s what leading FMCG companies have to say about the Union Budget 2022-2023.</li></ul>The Union Finance and Corporate Affairs Minister Nirmala Sitaraman presented the Union Budget for 2022-2023 on February 01, 2022. The government announced that 5% of the annual collections under the Universal Service Obligation Fund will be allocated to improve broadband and mobile service penetration in rural India. This move will allow Fast Moving Consumer Goods (FMCG) brands and all businesses to cast their net a little wider in rural areas via mobile services. The government’s plan to expand the National Highway network by 25,000 KM, the Gati Shakti plan to strengthen seven engines of infrastructure, the launch of 100 new cargo terminals, will further open up new roads for brands and improve logistics efficiency. It will also create new job opportunities in rural areas, improving consumption and demand. The finance minister also mentioned that the government intends to pay ₹2.7 lakh crore worth of minimum support price (MSP) direct payments to wheat and paddy farmers. The government is also looking to deploy drones for agriculture monitoring, crop assessment, digitisation of land records and spraying of insect pesticides. These initiatives will help boost rural incomes and aid the growth of FMCG companies. The Union Budget aims to facilitate ease of doing business and give a push to consumption by providing employment opportunities, improving infrastructure, focusing on technological advancement and accessibility. Here’s how these subsidies for rural India will pave the way for FMCG growth: Mayank Shah, Senior Category Head, Parle Products: First of all, putting money in the hands of consumers really helps, so they go out and buy products. So that was more on the front of ensuring that the demand remained robust given that we have gone through two years of pandemic. That was something that industry expected, either by tax cut, or by increasing the slabs tax brackets or by probably increasing the standard deduction limit. Those were the things that we expected but not much has been done there. However, on the second front of job creation, the government has done a lot. The budget talks about seven engines driven by PM GatiShakti that will definitely boost employment and increase the number of jobs. The budget also talked about 60 new jobs to be created in the next five years. That is relatively a longer process compared to the first expectation which was putting money in the hands of consumers, which would have yielded immediate results. A 20,000 crore boost in transportation infrastructure will definitely help in terms of job creation going forward. Another thing the government would have ensured on the rural front was increased allocation to MGNREGA or direct benefit transfer. In Fact they chose the other way. In terms of rural demand, when you're talking about putting money in the hands of rural consumers by increased MSP and increased MSP allocation, it is also going to have an impact on the inflation because if you increase the MSP, that eventually is going to increase the cost of agri products, primary inputs in food processing. So procurement is going to be increased. The current challenge ahead of most FMCG companies, which is managing inflation, probably would be aggravated, so I consider it to be neutral. Probably placing this money in the hands of consumers through MGNREGA or DBT would have ensured demand to remain robust. Ahmed ElSheikh, President, PepsiCo India: Reviving economic growth, increasing consumption, and fostering investment to fuel post-pandemic growth have been key objectives for the government, and the <keyword id="12134566" type="General" weightage="20" keywordseo="union-budget-2022" source="Orion">Union Budget 2022</keyword> reflects this very intent. This year's Union Budget lays forth a vision for India at 100 years. The Government is leading from the front by raising public sector spending to keep the economic recovery on track. Digitization combined with infrastructural creation will accelerate economic development, stimulate innovation and entrepreneurship enhance living standards while keeping sustainability at its core. The increased outlay for PM Gati Shakti projects for multi-modal connectivity including 100 new railways logistics hubs coupled with steps like enhancing local oilseed production, extending the last date for starting production for new manufacturing units, encouraging alternate cropping will aid growth of the FMCG sector and further strengthen Govt’s vision of an Atmanirbhar Bharat. Saugata Gupta, MD and CEO, Marico Limited: With this Union Budget, the government has laid out a growth oriented, future focused blueprint for India. By prioritising job creation, infrastructure growth and strengthening digital capabilities while making ‘inclusive development’ and ‘financing of investments’ two of the key focal points of the Budget, the government is successfully laying the groundwork for faster financial inclusion and expansion of the credit ecosystem. It has undertaken some key initiatives targeted towards credit growth, farmer welfare, improving the health and education infrastructure, digital currencies and start-ups which will benefit young aspirational Indians. If executed well, the budget will trigger the virtuous cycle of economic growth and employment creation, leading to momentum in growth. I believe that the budget has several inclusive measures and policies that balance consumer needs with industry requirements. It encapsulates the spirit of an Atmanirbhar Bharat and takes strong steps towards fulfilling that vision. Venkatesh Vijaraghavan, Director &amp; CEO - FMCG, CavinKare: We welcome the futuristic, investment-led, growth-oriented Budget with a strong impetus to infrastructure and capability building, which would boost GDP, Atmanirbartha, economic stability and job creation, thereby reaping demographic dividend. Ghanshyam Khandelwal, Chairman, BL Agro: The budget was as expected. We didn't anticipate the industry to take centre stage because several schemes for the FMCG sector have already been implemented in recent years. However, the mention of a rationalised strategy to improve domestic oilseed production and minimise reliance on imports was welcomed. A more promising statement was the package that centers on farmers adopting appropriate fruits and vegetables, as well as proper harvesting practices. The move will go a long way towards uplifting the food processing sector. Harsha V. Agarwal, Director, Emami: A very forward-looking budget with focus on capital expenditure which should drive growth. The ease of business in India has also been prioritised. So over all the budget pulls no surprises and focuses on growth of the Indian economy. Amrinder Singh, Director, Bonn Group of Industries: As the social security benefit of state and central government employees has been enhanced in this Union budget 2022, we are expecting that it will spur the consumption. The government has put money in consumer’s hands and ensured that the demand is not getting affected by increasing the tax deduction limit by 14 percent of the state government employees. Vikram Agarwal, Managing Director, Cornitos: The Union Budget 2022-23 is a progressive budget, our Government is concentrating on infrastructure, employment generation, and future developments. This appears to be a growth-oriented budget as efforts are being made to reduce compliance burdens and improve ease of doing business. The Budget has given an extension of the ECLGS Scheme which would provide much-needed help to the MSME sector especially the hospitality and related food processing segments. The past few years have been tumultuous for the hospitality segment and I am hopeful that this initiative gives the industry a much-needed boost.

Union Budget 2022-2023: Here’s how FMCG brands reacted to the budget

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BL Agro to spend Rs 150 crore on marketing and advertising in FY 2021-22

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Nawazuddin Siddiqui, Manoj Bajpayee and Pankaj Tripathi reminisce childhood days in BL Agro's latest ad for Bail Kolhu

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Union Budget 2022-2023: Here’s how FMCG brands reacted to the budget

BI India Partner

Watching the Sensex can be misleading-- India's mid and small cap stocks have lost ₹2.4 trillion of investor wealth this year alone

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