Deoleo-owned Figaro has launched an integrated campaign featuring actor and entertainer Sunil Grover, marking the rollout of its refreshed brand identity in India. The campaign aims to reinforce Figaro's positioning as a multipurpose olive oil brand, encouraging consumers to view the product beyond traditional cooking applications.
By combining humour with relatable storytelling, the campaign seeks to simplify perceptions around olive oil usage, presenting it as a practical choice for everyday cooking, salads, marinades and broader lifestyle needs. The refreshed identity reflects Figaro's effort to modernise a heritage brand while remaining relevant to younger, health-conscious households.
Expanding the Olive Oil Conversation
India's edible oil market continues to be dominated by conventional cooking oils, while olive oil remains a niche but steadily growing segment, supported by rising urbanisation, increasing health awareness and premiumisation trends. As consumers become more conscious of nutrition and wellness, brands are shifting their messaging from product education to everyday usability.
Figaro's latest campaign taps into this behavioural change by moving away from functional health claims and instead positioning olive oil as an accessible ingredient that fits naturally into Indian kitchens. Sunil Grover's mass appeal adds familiarity to a category that has often been perceived as premium and specialised.
A New Identity for a Legacy Brand
For legacy food brands, future growth will depend on changing habits rather than merely increasing awareness. Figaro's refreshed positioning reflects a broader marketing shift where brands simplify category adoption through culture-led communication, humour and practical relevance.
The Last Word
As India's premium food and wellness segments continue to expand, the winners will be those that successfully transform aspirational products into everyday essentials. Figaro's latest campaign signals that the next phase of category growth will be driven less by education alone and more by making healthier choices feel effortless, familiar and culturally relevant.