In 1989, ITC planned to launch cooking oil made of sunflower seeds.
ITC planted PR stories on sunflower seed’s potential as a cooking oil when most of the people were used to only Vanaspati, peanut or mustered oil.
An environment was created to inform and educate the people about the benefits of oil from sunflower seeds.
Business India carried a cover story on the issue, with articles quoted oil technologists, dieticians and scientists.
Once the stage was set, a multimedia campaign was launched to introduced ‘Sundrop’ cooking oil by ITC.