The Product of the Year 2019- Brand Saffola

HospiBuz Desk

Consumer goods brand Saffola has been awarded with the Product Of The Year 2019 Awards for product modifications under the Saffola Fittify range getting as many as five out of the 21 awards delivered out in this edition of the awards.

Product of the Year is an internationally appreciated certification that celebrates and rewards the best discoveries and innovation in consumer products and services. The shortlisted products are put through a sovereign consumer survey conducted by Nielsen. Products with the highest votes in per category become Product of the Year winners in their category.

The awards ceremony plus had a presentation by Tarun Rai, chairman and group CEO, South Asia, Wunderman Thompson, who spoke about the present and future of the agency business.

Rai said that with the dizzying pace of change, the belief was that advertising agencies were finding themselves on the backfoot and had lost their mojo. Adding that, in some cases, agencies are spending more time with procurement departments than marketing teams, Rai added, "Everyone wanted to steal our lunch from digital companies, media agencies and content creators to even stand-up comics."

Rai described how brands had exhibited extension through consistency in communication, reflected the culture, created culture, played the role of entertainers, tugged at hearts with a dominant storyline or essayed a strong brand purpose.

Debating the point that agencies were accused of being "traditional" or "30-second specialists", Rai showcased digital work done by his agency that blended technology with creativity. His submission to the audience of marketers was that even as the world will see a dizzying pace of change, "what will not change is creativity. Agencies will continue to impact people and their behaviour with creativity".