Interprofesional del Aceite de Oliva began a 3-year promotional program in 2013 in India and Indonesia in collaboration with the European Union and the Spanish government. There were two main goals: to inform the local populations of the benefits, uses and introduction of olive oil in their daily cooking and to educate consumers on the consumption of a product that is not very common in those countries to gradually make it popular and increase consumption. Under the slogan “Join the Olive Oil Revolution”, the campaign was basically supported by the means of mass communication: television, radio and the printed press.
More than 20,000 advertising spots were broadcast in various waves on television stations like CNN IBN, Sony TV, Fox Traveller, Discovery Channel, HBO and the Disney Channel. At the same time, work was done in major printed media such as the Delhi Times, Bangalore Times, Hindustan Times and HT City, as well as in magazines mainly targeting women like Cosmopolitan, Femina, Women Health and India Today Women, among others. The campaign spot was also shown at 157 movie theaters in Delhi, Bombay, Hyderabad, Calcutta, Pune and Bangalore. The campaign image was seen in all of the main streets of Delhi and Bombay on the sides of 300 taxis. Moreover, the campaign sought to engage consumers and, therefore, tasting sessions where organized at shopping malls in Delhi and Bombay as well as in the main arterial roads of said cities. Work has been done with local chefs as opinion leaders for the campaign over the three-year period. Meanwhile, work was basically done in Indonesia through up-close consumer actions.
Cooking contests were organized at schools with the active participation of parents who teamed up with their children. In that country, the chef Bara participated in the campaign events and as a social media opinion leader. The social media were intensively used in India as well as Indonesia as a product informational and promotional channel.