Olive oil brand Figaro has launched a new integrated campaign featuring actor and entertainer Sunil Grover. The campaign comes as the brand refreshes its identity and puts greater focus on its multipurpose positioning in India.
The 100-year-old brand has been present in India for more than four decades. With this new campaign, Figaro is looking to build on that legacy while highlighting the role its olive oil products play in everyday use. Multipurpose usage now accounts for nearly 48 percent of the brand’s business in India.
Conceptualised and executed by Schbang, the creative idea behind the campaign centers on Sunil Grover’s ability to transform into different characters with ease. Figaro uses that same idea to show how the brand fits into different moments in daily life. Instead of a conventional product-led message, the campaign takes a humor-first approach to make the brand recall more memorable.
Set on a film shoot, the film follows Sunil as he moves from one role to another with ease, surprising everyone around him. When the people on set finally ask whether there is any role he cannot play, he turns the conversation to Figaro and draws a playful comparison with the brand’s multipurpose nature.
Ahead of the national rollout, Figaro also worked with digital creators to build early interest in the campaign. Through preview content and creator-led pieces, the brand created buzz around its refreshed identity before the wider launch. The campaign will now run across television, digital, social media, influencer partnerships, retail, and e-commerce to reach more than 40 million consumers over the next six months.
Watch the campaign
Satarupa Majumdar, Marketing Director, India, Deoleo, said, “Every successful campaign begins with a strong consumer insight. We recognised that consumers have long embraced Figaro as a multipurpose olive oil, and our objective was to express that behaviour in a way that felt distinctive, entertaining, and memorable. Rather than simply talking about versatility, we wanted audiences to experience it through storytelling.”
He further added, “Sunil Grover’s unique ability to connect with people through humour made him the ideal partner to bring this idea to life. Together with our refreshed identity and redesigned packaging, the campaign marks an important step in evolving the Figaro brand while strengthening its relevance for a new generation of consumers.”
Dipshika Ravi, National Creative Director at Schbang added , “The brief was to make a
packaging update feel exciting while highlighting the oil’s multipurpose nature. Who
better than Sunil Grover to bring that idea to life? His versatility gave us a way to
communicate the product’s multipurpose benefits without ever having to spell them out
literally. He became the idea itself. Once we drew that parallel, the rest of the campaign
flowed naturally from it.”
Sunil Grover, Actor and Entertainer, said, “Growing up, Figaro was a name most of us recognised instantly, so there is a natural sense of trust and familiarity attached to the brand. What appealed to me about this campaign is that it takes one of Figaro’s strongest qualities, its multipurpose nature, and tells that story in a fun and relatable way.”
He further added, “The humour comes from everyday situations, which is why the film feels so natural. I enjoyed bringing that story to life and being associated with a brand that has such a long-standing connection with Indian families.”
